People are moved to change by appealing to both reason and emotion: data and facts alone do not motivate, and giving greater meaning and purpose makes much more possible. The opportunity is framed rationally and emotionally; the heart of change is often glossed over, yet emotionally invested people are much less likely to give in to barriers. Akhtar and Kotter's example in education is a college that made attrition visible by setting photographs of students who dropped out beside the diplomas of those who graduated.
The graph holds this control, the 0 it maps to, and the evidence behind each claim, over MCP and REST.