The two owners of a company wanted to sell some of their shares to their staff. In part this would release capital for them; in part it would allow them gradually to pull back into retirement; in part it would pass on ownership to the next generation and, as they fondly hoped, in part it would reward and motivate their key staff. They set a valuation, and presented their proposition to the staff. To their amazement it was rejected, their motives were criticised, and key staff left. Morale nose-dived. It was only after subsequent careful discussions that they started to understand the hitherto unappreciated perceptions of the staff.
In summary, their identity as followers had not been taken into account, nor had the dramatic shift to their self-image that was being proposed.