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People are motivated by "Value"
The reason why someone doesn't do what you ask them to do is because you haven't created enough value.
Value is based on two factors:
Cost
Benefits.
For example, let say your company provides a product / service with high benefits but low cost, this is perceive as "valuable"
In contrast, if the benefits for the product / service that you provide are low and cost is high, this is perceive as
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