DAR ES SALAAM, Oct. 2 -- FOR the past three weeks, I have been making one argument in different ways. A communication campaign is not a collection of activities.

We must understand people before speaking to them. And when we finally communicate, our messages, stakeholders, channels and activities must move in one strategic direction.

Today, I want to finish this series where I believe the real conversation belongs. Not with the campaign. Not with the Media. Not even with the public.

But inside the leadership room. Long before the press release is written, the television interview arranged or the social-media post published, something more important has already happened. A decision has been made.

And almost every significant leadership...