"We keep doing the same thing over and over again with different labels.  We shuffle the people.  We launch new initiatives.  Nothing sticks.  It's frustrating." – Team Leader.

Every change initiative has a moment of determination – the moment at which leadership and its followers abandon the change and move on or determine to see it through.  Jeannie Daniel Duck talks about this in her book "The Change Monster". 

This is why it's so important to take a campaign approach to change management.

• Plan the campaign and its key elements
• Seed the message in advance
• Launch the campaign, leveraging all the resources at your disposal
• Roll out the campaign to the broader group
• Reinforce the campaign when doubters inevitably raise their heads at the moment of determination
• Institutionalize the change by embedding key routines and processes

(There's much more on this in our book, The New Leader's 100-Day Action Plan)