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To change dietary habits in a town, the author had to involve not only government officials, but parents, teachers, school cooks and kitchen staff, coaches, and kids. He also sought approval from one of the most critical demographics: lunch ladies. Everyone who was going to be affected by change had to be involved and invested. He recognized the necessity of generating excitement about the transition. Tearing people away from their junk food is certainly not a popular endeavor. ("They can have my Slim Jims when they pry them from my cold, dead fingers!") Similarly, asking users to discard comfortable business processes and replace them with unfamiliar technology will most likely be met with resistance (and even sabotage) if the transition is not managed properly.
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