“Purpose You can explain the basic purpose behind the outcome you seek. People have to understand the logic of it before they will turn their minds to work on it. Picture You can paint a picture of how the outcome will look and feel. People need to experience it imaginatively before they can give their hearts to it. Plan You can lay out a step-by-step plan for phasing in the outcome. People need a clear idea of how they can get where they need to go.”