Between Intent and Execution explores the role of internal communication in organisations. Based on a case study in a multi-location retail SME, the project looks at everyday moments where information is difficult to find, responsibilities are unclear, or different locations develop their own ways of communicating and working.

Rather than understanding these situations as individual mistakes, the project sees them as symptoms of deeper organisational patterns. Communication is not only about sending messages. It is shaped by structures, routines, responsibilities, culture, and access to knowledge. The project therefore asks how clearer structures, shared understanding, and spaces for learning can better connect daily work with the wider direction of an organisation.