Without “why” there is no “what.” People simply don’t care about what they’re being proposed if they don’t understand why they’re being proposed that thing. That comes from a natural need that we all have to align our own beliefs with those of the people we interact with. The moment we understand that the reason behind an action goes against our ethics and morals, we probably quit. That is probably why most leaders are afraid of explaining the reason behind their proposed actions — they don’t want to lose supporters — and they don’t care if people aren’t fully motivated to complete the actions that they’re proposing.