We might all like to think we make decisions based on a rational basis, but in truth much of our decision making is emotionally driven. Then we use rationality to justify the emotional choice we’ve made. That means as a leader responsible for change you need to get good at speaking to the part of the brain that processes emotion if you want to convince others to take up your great idea.
And that means you need to get good at storytelling. Not aimless yarning or laugh-out-loud raconteuring but purposeful, practiced business storytelling.