An excerpt from Chapter 19 of Change is Good…You Go First:

They’d been a client of mine for 7 consecutive years…I suggested they give away their signature entree - a three pound lobster dinner - as a gift to their patrons on the day of their birthday. At first they chuckled and laughed, and then the room became silent. I told them I was serious and proceeded to explain the details of the promotion. The silence turned to anger and anger turend to outrage…The president asked me to leave the room and return only when I’d come to my senses…

I spent hours walking the park. Later that afternoon, I walked back into the office and told the president I’d come to my senses and there’d be no way I would retract my recommendation. I would stay until everyone was convinced and the entire program was perfectly laid out…

Now, 12 years later, it’s still the most profitable promotion with an unprecedented 50% redemption rate and a healthy stream of millions of extra revenue. The promotion was single-handedly responsible for a 7% same store sales boost during the first year alone.

I knew that not one of their wealthy patrons would dine alone on their birthday, so the thought of a loss was out of the question.  That an outrageous gift - like a three pound lobster (instead of a sirloin) would generate excitement, commotion and word fo mouth. Most importantly, that the birthday person would invite three of more of their best friends and relatives to dine with them and share this experience.

"They focused on what was - I saw what could be, but together, we made it happen."

In times of change, when you know something is right, you must follow your convictions. Keep going until you make the change - and most importantly - expect great resistance along the way.