BA Principle: Meet stakeholders where they are.
Business analysts are sometimes called change agents. As a change agent, your role is to help lead the stakeholders from wherever they are to the change that is being made.
If the change is a new software application, their starting point may be their job based on the old application. Any change is uncomfortable, so it requires having a good understanding of what they are getting with the change, and what they have to give up with the change. You need to be aware that different stakeholders will value things differently. Some stakeholders will value the comfort of know what their daily tasks are, some will value the outcomes they can produce. It requires curiosity and communication to really understand what a change means to a stakeholder so that you can guide them through the change where they come out better than when they started.
It always comes down to the same process, understand the domain, understand the change, and address the gap.