Often in large companies the high level message does not relate well to low level engineering tasks. To be effective, a good manager must create goals within his organization to give some sense of direction. These goals must be consistent with upper level goals, and yet easy for subordinates to relate to their tasks. I have seen internal groups create their own credos and post them on the walls for everyone to see. These credos do not speak of sales or marketplace, but they speak at a level people can relate.
Effective communications starts with simple statements of goals.
People want to be told the purpose of their task, and the significance it holds in the big picture.