You sell your change as safe and straightforward - they hear risky and challenging.

The CEO's sales pitch includes the decisions needed with clear-cut actions to move into their new solution. Finally, their words lay out a smooth, thoughtful, and orderly path to reach the new goal. But, unfortunately, experience says success is never sure, and plans fall apart. So the client becomes skeptical and fears a helter-skelter ordeal full of risk, setbacks, and hard work.

Keep in mind this reality - the more valuable the goal, the harder to reach it. Missing a goal brings ramifications - primarily unpleasant ones. Realistic business examples include a lousy performance review or a damaged reputation. Failure weakens and erodes relationships on the consumer side, especially with individuals encouraging the change.

The decision to tackle a worthy change is a leap of faith - a belief without proof. A product pledge or guarantee does not bring success. Instead, success calls for foresight, determination, and resilience. The job of the CEO and the company is to apply forethought with every step. Escort the client during the transition into their new condition. Firm hand-holding replaces fears, of a helter-skelter ordeal, with confidence.

The CEO creates a shared outcome aligned with the customer. They add the responsibility for success by signing on to the client's transition to reach their new goal.

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