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(A late reply here) Maybe you can think of this as 'earn their belief' instead of 'ask them to believe'. The end goal is believers - but how you get there matt

• TheOtherHobbes 11y ago
  The old saw is "Show, don't tell." If you have to tell employees to engage, you're doing it wrong. If you have to keep telling them, you're doing it very wrong. If you show people the company they work for is awesome by doing awesome stuff for them and for customers, they're more likely to be impressed. This is not at all easy - which is kind of the point. US business culture definitely has a dumb socially inept gene which thinks you can manipulate people into doing what you want by browbeating them with "culture." Of if they're customers, by browbeating them with "marketing." It's incredibly offensive to everyone involved, and ultimately counterproductive. The truth is that when companies are genuinely awesome, they inspire genuine loyalty. Ultimately the buck stops at the C-suite and the board. If they don't have what it takes, there is no strategy that can convince employees otherwise.