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The first task of new leadership is to communicate clearly the core transformation message. For example, the message may be that air transportation is moving from a ground-based to a satellite-based model, touching all aspects of air travel: new technologies in the cockpit, new procedures for pilots, new training for air traffic controllers, new operating and management policies, new standards for certifying airplanes to fly in American airspace, and new expectations for and from the public. The challenge is finding a crisp statement or bold visual that conveys the intended change.

Or, the transformation may be that juvenile services is reversing from a downward spiral of punishing the “badness” out of troubled youth to ...

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