ABSTRACT
A positive and sustainable alignment with internal and external audiences facilitates smoother business operations. It buffers a firm against detractors and attracts investors, talented employees and customers. The ultimate aim of building alignment is to earn the trust that enables an organization to maintain an unrestricted licence to operate. The status is not a given, but is attained through excellent performance and strengthened by equally excellent communication. However, executives and individuals should recognize that, no matter how well they perform, or how expressive their communication might be, a misstep or a negative trend in their social environment could lead to restrictions on that licence.
