When we begin to fear the people, we tend to hear their vocie more than God's voice (1 Samuel 15:24).  We will give into their words. 
And out of our desire to be honored and be exalted(v.30), we will reject the word of the Lord(v.23). 
Eventually, we will disobey the Lord's commands(v.19) and will commit sins against God (v.24).