A decision maker initiates the message and sets the goals that will ultimately shape the message. The decision maker provides the means of execution (money, infrastructure, resources) and sets the communications goals. Corporate managers, CEOs, senior government officials, property developers, academic deans and film executive producers are all examples of decision makers who define the goals and provide the means with which to deliver the message. Decision makers may or may not participate in the actual creation of the message. Ideally they should not, their main concern should be to know whether a message fulfills the goals they set. However, their proprietary bias makes it unworkable for decision makers to analyze a message objectively; they have too much stake in its success.