Tell the executives they're wasting money on free parking. From now on., all executives will be charged $20 a month (or $1 a day) for parking. The primo parking

Tell the executives they're wasting money on free parking. From now on., all executives will be charged $20 a month (or $1 a day) for parking. The primo parking spaces will be $50 a month. Surely that is reasonable! And watch the executives go into an uproar. This might help them understand in a way they can relate to.