Many human and organizational problems, such as crime, unhealthy lifestyle practices and poor job performance, have received a lot of attention. In most cases there have been many unsatisfactory attempts to address the problem. As a result, there is a tendency to view the problem as having no solution. Your project vision must, therefore, establish that change is possible through culture change.

To meet this challenge it is helpful to learn about past efforts to address the problem. Past efforts often reveal important information about:

• The scope of the problem including the human and economic consequences
• Who should be involved in the solution of the problem
• Barriers that must be overcome
• How current change strategies can be adapted to assist in creating supportive environments
• Why this problem is unlikely to be addressed by methods other than through culture change

Additional research on current conditions can build a case for culture change. For example, it is likely that other contemporary cultures do not have the problem to the same extent. It may be revealed that some subcultures within your client organization are doing much better with this problem. It will likely be true that this problem has not been as pronounced in the past. All this information builds your case that the problem can be addressed through culture change.