they have to do it for themselves. They have to follow you, for their own sake. You lead, and they follow; but you're not telling them to go in that direction. You go in that direction while telling people why you do it, and they will follow you.
"I have a dream", and not "I have a plan". Give me a product to sell, and information about it, and I will give an example if you're interested, but otherwise I'm pretty much done here.
This is why stupid things get followers. I don't want my child to get autism. I believe that children shouldn't expose themselves to potential danger, and I sure as hell won't do it.
There's not much hitting the Neocortex here, but rather the Limbic section.