"Behavior change happens mostly by speaking to peoples feelings," he says. "This is true even in organizations that are very focused on analysis and quantitative measurement, even among people who think of themselves as smart in an MBA 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."
Unfortunately, that kind of emotional persuasion isnt taught in business schools, and it doesnt come naturally to the technocrats who run things -- the engineers, scientists, lawyers, doctors, accountants, and managers who pride themselves on disciplined, analytical thinking. Theres compelling science behind the psychology of change -- it draws on discoveries from emerging fields such as cognitive science, linguistics, and neuroscience -- but its insights and techniques often seem paradoxical or irrational.
http://www.fastcompany.com/magazine/94/open_change-or-die.html
