Chapter 8. Culture Change and Sustainable Development

It is highly likely that in order for your organization or team to achieve sustainable development, a new product development culture is required. I feel this chapter is necessary because I have seen too many situations where enthusiastic people with great ideas are stymied, consciously or unconsciously, by their organizations.

Too few people consider how to introduce change to their colleagues and management and how to make the changes last. So-called change agents almost always have a great deal of enthusiasm, but they often take on the entire burden of change themselves, hit a stumbling block or opposition, and then do one of many things: retreat into a shell, lash out, get burned out, or ...

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