The cost of change is way more than just financial. It’s emotional, social, and cultural. There’s no huge risk in trying something new once, but changing our identity, status, sense of belonging, and traditions? That can feel more than risky but very scary.
So, part of our job is to make these costs and risks feel smaller, more manageable, less overwhelming, and less threatening.
This means creating safe entry points. Small wins that build confidence. Clear paths that show how change can happen gradually but meaningfully.
Sometimes we might need to make the familiar slightly different rather than completely new. Create a story that feels like evolution rather than revolution even though in the background we are up to a revolution.