Why do I have to repeat everything so often to my team?
That was the question I once asked Leen, my very first manager in the corporate world.
He looked at me, smiled, and said:
“Gwen, remember this well: toujours frapper toujours.”
I asked him what he meant.
His answer went straight to the heart of my leadership.
Leadership is not about saying something smart once.
Leadership is about repeating what matters.
Toujours frapper toujours means:
– Never assume your message lands the first time.
– Never assume people hear it, understand it, and apply it immediately.
Not because they are incapable.
But because they are human.
With noise. Pressure. And their own interpretations.
That insight was a game changer for me.
So important, in fact, that I included it in my first book, My Best Team Ever.
And for years now, I have passed on this lesson to leaders and entrepreneurs I work with.
Because this is what I want you to take away:
Repetition is not weakness. It is leadership.
Checking is not distrust. It is responsibility.
Clarity does not emerge when you send a message — it emerges when it lands.
So the next time you think:
“But I already said that…”
Ask yourself instead:
👉 Have I said it often enough?
👉 In different ways?
👉 And have I checked what was truly understood?
Toujours frapper toujours.
That is how you give direction.
That is how teams grow.
That is how you make impact.
