[vitaminj]

As far as HBS articles go, I thought this one was pretty good.

If you've ever tried to push a new idea onto a group of disinterested people, you'll know that you'll generally get apathy or pushback, no matter how much you extol the virtues of the idea. Giving people ownership of an idea actually works (at least in my experience) in engaging them and getting them thinking about the idea. Though the caveat is that the final result may not necessarily resemble your original idea.