My five year old asserted that she got to set the rules of the ad hoc game we were playing.
I told her, "fine, but I'll only play if I think the rules sound fun."
When others are free to choose to participate or not, you don't get to set the rules to do something they don't want to participate in.
As an adult in an organization, sometimes it's frustrating when you can't get people to simply proactively want to do the thing you want them to do.
That's one of the reasons that being a leader is hard!