Change is tough, no matter how big or small – a habit, our diet, our communication style, a behaviour, etc.  Organisational change often adds extra complexity.  Change comes in many shapes and forms, which are often confused.  We need to be clear if we are asking people to do something or be someone different.  I’m not sure that we can ever ask a person to be someone different, but often we do and it often is interpreted as a personal attack.