Push the process, not the agenda. People care most about those things they help to bring into being.
If people care most about the things they help create, what about their learning? Are students helping to create that as well? One thing I like to remember is that people like to do, they don't like to be done to -- especially when it comes to their own learning. Learning that is constructive in nature, that people use to create their own conversations, and that people involve others in conversations typically is the most productive and the most effective. We should remember that the process we are pushing is student learning. We don't have an agenda. We put all students in the process and help all students to learn to the maximum of their abilities.