You can always order people around. Or at least you can try. But in a world where people have more to do than time to do it, with multiple lines of matrixed authority and unclear priorities, ordering people around just doesn’t work anymore. Not only that, but when people are really with you—when they understand not just the what, but also the why—they will go beyond your expectations because they want to give their best. That happens when they are persuaded that what you want is also what’s right for them.