People can listen to tremendous ideas, but need to care about it for themselves to become passionately involved. The key is to explain the goals in such a way so that the listeners are enabled to recognize passion. The explanation of the idea must be in the right language.
Example: Companies create new visions that commonly contain words such as growth, profit and shareholder value. This cannot create passion for the Employees of that company, why? Employees talk about emotional aspects such as personal happiness, family and friends. No employee considers terms as ‘creating shareholder value’ and ‘create excel spreadsheet numbers’ as intrinsic work motivators, and a reason to go out of their beds in the morning.
Make a translation to the right language and create a connection between the initial idea and all the passions that people have for themselves, their families, and their communities in a wider world.