MAKE IT EMOTIONALLY DESIRABLE (LIKE THE FRUIT)
When God created Adam and Eve, He told them that they could eat from any tree in the garden except one on penalty of death,, so naturally they feared it. Despite those deep fears, however, the serpent was able to tempt Eve into eating the fruit of that tree by telling her, “You will not surely die. For God knows that when you eat of it your eyes will be opened, and you will be like God, knowing good and evil" (Gen. 3:4-5 ESV).
By painting an inspiring picture of the future on the other side of that fear, the serpent was able to inspire Eve to overcome her fear and take that irreversible bite.
When leading transformation, you very often face individuals, whether executives or front-line employees, with a deep fear of change. But with the right appeal to a combination of their personal interest and the greater good, their mind and their feelings, you can persuade them to overcome their fears.
Once you have them onboard...