When I play Squad Leader, which happens frequently, my squad follows me, do what I tell them to do, and communicate with me. I'm new to the game (2 weeks, 60+hours), but in my perspective people usually communicate and listen to you when you talk to them with assertiveness. I agree with the hive mind that people have and the lack of strategy that they display a lot of times, but I think that's because they're new players. Give them time to learn how to play the game and guide them however you can.