I can totally see where you're coming from. Although you're in marketing and I'm in nursing we apparently have to deal with much the same situation. I'm a fairly new and young nurse so change to me is easy to deal with and usually appreciated. However, we have many a nurse who's been there 25-30 years and even the slightest bit of change throws them completely off and is met with the upmost resistance. People dont want to change for anything no matter how much more beneficial something is scientifically proven to be simply because that interrupts the pattern of "we've always done it this way". Talk about creatures of habit! How do you ever learn anything new?
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