How many times do you need to communicate something new?

I didn’t like this when I heard it, but upon reflection, it’s as true in church world as it is in any other human environment.
The common agreement is seven. Yep. Seven times. Are you planning a new church plant? Running an evangelistic event? Starting a new initiate? You’ll need to communicate it about seven times before people will admit they’ve heard it once.
Yep. Once. In fact that’s not everyone. Some people will say they’ve heard it a few more times. And – get this – some people will still claim to your face that they haven’t heard anything about it. Or worse, they’ll claim that YOU haven’t told them.