The core of the matter is always about changing the behaviour of people, and behaviour change happens in highly successful situations mostly by speaking to people's feelings. This is true even in organisations that are very focused on analysis and quantitative measurement, even among people who think of themselves as smart in an M.B.A. sense. In highly successful change efforts, people find ways to help others see the problems or solutions in ways that influence emotions, not just thought. Feelings then alter behaviour sufficiently to overcome all the many barriers to sensible large-scale change. Conversely, in less successful cases, this seeing-feeling-changing pattern is found less often, if at all.

 

-From the Preface.