Why is this so important?

In 2002, John P Kotter and Dan Cohen, in collaboration with Deloitte Consulting, conducted research into successful organisational change. The results were published in "Heart of Change" (Harvard Business School Press, 2002)

The heart of their findings comes down to this...

"...the core of the matter is always about changing the behaviour of people, and the behaviour change happens in highly successful situations by mostly speaking to people's feelings. This is true even in organisations that are very focused on analysis and quantitative measurements, 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"