Storytelling is the key to success. Get people to believe with a story. When you're telling a story, everyone can follow the story arc. They can believe their own version of the story, but they can't take your testimony from you. People don't remember facts, they remember stories. They will stand on the story in different parts than you will, and that's what you must count on. It allows them to tell the story in their own way within their own organization.