A Cultural change process can be likened to a trapeze artist who for years has received acclaim for performing outstanding somersaults on a single trapeze. One day they are told to continue to receive acclaim they must try something new. The suggestion is they somersault from one trapeze to another. To achieve this means letting go of the single familiar trapeze, somersault through the air, reach for the new trapeze, then grab hold of the new trapeze which will carry them to the other side, to even greater acclaim.
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