Everyone equates change with loss. First we think about what we are going to lose, rather than gain. No one wants to lose anything.
People are more prone to accept change when you sell the benefits in advance. It helps them focus on “gain” rather than “loss.” This is why we say the economy is down; when in fact, it is different!
Think about basic changes you have been forced to make. If you didn’t initiate the changes you thought about first what you would miss? Your people will begin to focus on gains as well.