Primero, comparte ejemplos de éxito de empresas que se han adaptado a las tendencias del mercado y han prosperado. Historias reales conectan más que cualquier gráfico. Muestra cómo estas adaptaciones pueden abrir nuevas oportunidades y garantizar la sostenibilidad. Luego, involucra al equipo en la definición de estos nuevos objetivos. Escucha sus inquietudes y valora sus ideas. Cuando sienten que forman parte del cambio y entienden los beneficios, la resistencia disminuye y se alinean con la visión global.

Instead of convincing your team to align with new business goals, try understanding why they resist. Resistance is often a sign of untapped insight, not ignorance. Remember Steve Jobs’ advice: “It doesn’t make sense to hire smart people and then tell them what to do.” Engage them in defining the strategy, not just executing it. True alignment happens when people feel ownership, not obligation.

To overcome resistance to change, foster a culture of continuous learning and adaptability. Organize regular "trend-spotting" sessions where team members research and present emerging market trends and successful strategies from other industries facing similar shifts. These sessions create urgency, foster buy-in, facilitate learning from others' success, and build alignment. Implement smaller changes rather than sweeping overhauls, allowing the team to adjust gradually. One should create a safe space for experimentation and also one should encourage cross-functional collaboration. As Socrates said, "The secret of change is to focus all of your energy not on fighting the old, but on building the new."

Communication is the key approach here. You will need to openly discuss with your team: - What you're seeing in the market - trends, customer behaviours, market evolution - The implications of those trends and how it could impact the business - Your response to the change, i.e. your new business goals. Connect the dots for them, make sure that they clearly see how the goals are responding to the market trend - Reiterate this multiple times - Mobilise them for action - be clear how they can be involved in the change - Monitor and review Breaking down resistance and changing hearts and minds takes time, be patient.