This article presents a longitudinal qualitative study of communication about strategy, encompassing vision, strategic objectives and common values in a company. Communication followed a top-down process from CEO down the hierarchy of managers to employees. A combination of methods: interviews, observations and discourse analysis, was used to find important factors influencing the strategy communication process. The analysis demonstrates how visions formulated by top managers met different realities constructed by subordinate managers. Discourse dimensions of framing, footing and face reveal the importance of individual experience, attitudes, and power to sensemaking in the strategy communication process. Accordingly, this method is considered to enhance analyses of sensemaking and communication problems in organizations. Keywords: