When people and companies won't change

Change to me always represents an exciting opportunity. It doesn't have to mean growth, as I would like to see it as a chance to improve overall quality. Yet to many, change is something they don't want into their lives. To them, it never can be a free-choice option, but only be a necessary evil.

They will only implement a change in direction when there's no other choice left. So my dilemma today is how to do convince people and their companies that change can be good and should be implemented sooner than later? Self-induced change is a pro-active move instead of a knee-jerk reaction. Perhaps the only answer to that quest is simply to go elsewhere with the idea and make it happening in places where the ground is much more fertile and the minds still open to new ideas. I'll try that...