Here is a quote from an interview with Doug Robinson, chairman and chief creative officer of a local ad agency.

Good advertising requires that it be single-minded in its messaging, built upon an insight into the brand, category and the consumer so that it resonates and makes an emotional connection. Today you must listen to your audience, treat them as stakeholders and recognize that marketers cannot dictate from the top.

Now change the context from advertising to company or organization and I think you have the start of a nice recipe for success.