10. We must work hard to understand the fears, concerns, and issues that people have. We should treat resistance as feedback and be willing to look in the mirror to make sure that we're doing everything we can to communicate as fully as possible.
However, we cannot afford to be held hostage by a vocal minority of self-serving resisters.
11. Remember: if there is a cost for changing, there is a cost for not changing. If there is a risk for changing, there is probably an even greater risk of not changing. When you make the case for change, be sure to include the case of not changing.
12. We must "keep a strain on it." This means that when we start having some short-term wins we cannot allow these successes to lure us back into complacency. We have to finish the game.
We have to keep on keeping on.
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