Too often, as potential change agents we focus on ourselves. We center on the outcome we’re looking for or the change we’re hoping to see. We’re so blinded by the belief that we’re right that we assume if we just provide more information, facts, or reasons, people will capitulate. But more often than not, things don’t budge. And by focusing so much on ourselves and what we want, we forget the most important part of change:
understanding our audience.