Tom Asacker unleashed a pearl on change.
There are two types of change: change within a system of beliefs; beliefs that stay the same. And change in your system of beliefs; e.g. your assumptions about the marketplace, customers, and your role. If you want to change, you have to change twice. Yes, you must change the reality of the situation. But you must also change how you view that reality.
The business world is teeming with companies engaged in the first type of change. They continue to erode profitability and morale by changing within their old, ineffectual system of beliefs. A system of beliefs perpetuated, by the way, by many well-intentioned people (and many not so well-intentioned).