It's easy to toss around instructions to someone telling him/her WHAT to do.
It's hard to explain to someone WHY it needs to be done. Sadly, the 'WHY' convinces people more than the 'WHAT' whenever you need them to cooperate.
We get better results from people who act the way they do because they know their 'WHY' than people who act the way they do because they know only the 'WHAT'.