Why is it so hard to change the obvious?

Have you ever asked yourself this question? I’ve watched clients wrestle with problems that are truely existential, that affect their ability to survive in the marketplace. They find it extremely hard to overcome and challenge existing norms even when it’s obviously very important. Now why is that?

C.K. Prahalad took up this question in the May issue of Harvard Business Review. Click here to see what he had to say about it.