Our strategy is story, and sometimes it is not enough. We have to build trust between people or else they will not buy into what we are telling them. Leaders have difficulty with this. Many make the mistake that simply by telling their people the new strategy a few times, listing facts, that they’ll get it, they’ll connect, and they will march forward. No. Especially not if they’ve been burned a few times before. People will be cautious, unmoved by new ideas, new strategies, new behaviors. Better stories may not move them at all.