Brains like patterns. Our brains are wired to lay down neural pathways and then to encourage us, via clever deployment of hormones like cortisol and dopamine, to stick to those pathways. Your brain knows that if you do what has kept you safe before you’ll probably stay safe in the future.
Brains really resist burning energy to pave new neural pathways – it takes lots of time and effort. That’s why change is so hard for all of us.
But what if you have a great new product, a great new idea? You are all about bringing change! How can you get your customers to adopt your amazing new vision and product? How can you get them so excited about what you have to offer that they’ll pave new pathways?
Peter Denning and Robert Dunham’s The Innovator’s Way is my favorite book on this topic. It reminds us that change is “not an event, it is a process” and that “people will abandon an innovation if the costs of sustaining it are too high.”
Want to create change? You must become a cheerleader and a problem-solver to everyone who’s trying to pave the new neural pathway that your wonderful innovation requires. It’s a slow, time-consuming process, but it’s the only way to sustain real change!
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