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I heard once (Clayton Christensen, maybe?) that a leader needs to say things 7 times before the message is heard, understood and internalized.  Never assume that the message you shared once, 3 months ago, was heard in the first place, or that it’s still a driving motivation for people now.  Ask questions.  Share success stories.  Be hyper focused and, when in doubt, communicate it again.  Other people don’t live in your head.

Make the project part of core business strategy, involve all levels of your business and include a "cool" factor to make it memorable.

For instance, do you remember these phrases: "biodegradable plant acute hazardous waste absorption bins" or "cactus sinks?"