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It is argued that senior managers - and most communication consultants - have refused to hear what frontline workers have been trying to tell them: When you need to communicate a major change, stop communicating values, communicate face-to-face, and spend most of your time, money and effort on frontline supervisors. Despite research showing that frontline employees prefer to receive information from their supervisor - the person to whom they are closest - companies continue to depend on charismatic executives to inspire the troops. This does not work because frontline supervisors are the real opinion leaders in any company. Communication between frontline supervisors and employees counts the most toward changed behavior where it matters the most - at the front line.