From this month's Harvard Business Review, an interview with Jane Goodall:
HBR: Your work requires persuading people to change when it may not be in their immediate best interest to do so. How do you do that?
Goodall: It's important to tell stories. Sometimes you're told you'll never change so-and-so's mind. But if you can be one-on-one with that person and tell a couple of stories...You usually can't change people's minds by intellect. You've got to find something that reaches into their hearts.