You’ve been doing the same things the same way for most of your life and being rewarded for them. Then, there’s a change. It could be a paradigm shift or it may be a milder tap on the shoulder. Whatever the stimulus, the result is a behavioral change. Sometimes, the stimulus is life threatening and there’s a greater inducement to change. For example, if I smoked for most of my life, ate greasy foods, didn’t exercise, then a heart attack would be a major inducement to change my beliefs and behavior.
The same occurs at work. When deeply held beliefs are challenged, the organization and its stakeholders must adapt their behaviors to the new rules of the game. The organizational change may mean restructuring, merging, outsourcing, or other radical changes. On a personal level, we may adapt our attitudes and behaviors to become Brand U’s. Or, we may decide not to adapt our attitudes and seek other employment or options.