One of the most important things in changeing peoples work environment is to get the people that are affected to be the people that are involved. Some people just don’t grasp the difference. This is where I usually use the following metaphore:
Most people tend to remember the difference from that point on.
I know the story is used by many people (e.g. http://en.wikipedia.org/wiki/The_Chicken_and_the_Pig) but I swear I developed it independantly and I have never heard of scrum before.