Process improvement, best practices, first in class. The prevailing belief is that operations management is the way forward- that it's how we improve. The bad news is that while this may have been true in 1975, it definitely isn't the case today.
In 2016, all the really big winners in the business world are driven by something much greater than their best practices. Best practices may be the outcome, but at their core, they manage to sync up intellect and desire. They not only have the ability, but the will to win. It is our will, our drive, our emotional connection, which propels us towards being truly world-changing.
When we say that nothing happens until somebody feels something, that is what we mean. You don't get to be the best at anything without a burning desire. This applies to that culture change project, process improvement initiative... all of it.
Attach emotion to logic and anything is possible.
Your challenge is connecting emotion to basic business functions. The white paper, the internal email, message from HR. Can you connect with people emotionally? You bet you can.
Try it, you'll get a lot more of what you are looking for.