So, we have to convince people not of the "morality" of whatever action we want them to take, but the strategic importance of the action. To do that you have to have an action in mind and I see these two things as the stumbling block most people trip over on a lot of the time on most issues.

Once you have an aim to achieve and you have convinced people of its strategic importance, you just need them to stay on the same page and working in the same direction.