Perhaps you know it? Some people you win over for change with ease, and others are seemingly "hard cases" for you. But your colleague usually succeeds in winning over exactly these "tough guys". Why is that? We humans have our own way of communicating, which also depends on what makes us tick and what is important to us. That's why one person focuses on the big picture in communication and the other talks about the individual details. But what does it actually take to win people for change?