ATTRACT
Paradox of Great Ideas
The better and more different your idea is, the more it threatens the comfort of the current way.
The better and more different your idea is, the more it threatens the comfort of the current way of doing things. People do not only compare options. They also protect what they already have, because familiar feels safer than "maybe better but unknown." If you present a great new idea as an obvious upgrade, many of the right people will quietly choose to do nothing instead of risking a change. The real competitor is almost never another company. It is the decision to stay exactly where they are.