Change has always been a catalyst for progress, yet human instinct often resists it. From electric vehicles and air fryers to eBooks and the World Wide Web, many technologies that are now considered essential were once met with skepticism. In most cases, adoption did not accelerate because of explanation or promotion, but because people experienced the value for themselves.
This pattern was evident during the early introduction of BlackBerry to the UK corporate market. Vodafone UK secured a unilateral launch period for the device, positioning it as a significant upgrade to the standard mobile offering of voice and text. Secure mobile email combined with a physical QWERTY keyboard represented a step change in business communication.
Despite its clear advantages, the initial response from corporate customers was muted. Many business leaders failed to recognize the value of mobile email, largely because they had never experienced its impact in a real-world context.
Turning Resistance Into Advocacy
Rather than continuing to promote the concept, the strategy shifted toward demonstration. A group of senior business leaders was identified whose roles required them to spend extended periods away from their desks, limiting access to email and timely decision-making.
Each individual was offered a one-month trial of a BlackBerry device at no cost. At the end of the trial period, representatives returned to gather feedback and retrieve the handsets. Every participant requested to retain the device, and many placed orders not only for themselves but also on behalf of wider senior management teams.
Within a single quarter, BlackBerry adoption expanded beyond leadership and into operational teams. Vodafone and BlackBerry achieved an unprecedented share of the business market, driven not by persuasion, but by experience.
The Cycle of Change Repeats
The launch of the iPhone followed a similar trajectory. Initial uncertainty gave way to experimentation, followed by rapid adoption and widespread advocacy. The technology differed, but the pattern remained consistent. People do not resist change because it is new. They resist it because its value feels theoretical until it becomes tangible.
This dynamic was captured by J. Paul Getty, who observed:
“In times of rapid change, experience could be your worst enemy.”
While experience can anchor outdated thinking, it can also become a powerful driver of transformation when organizations are willing to challenge existing habits.
Implications for Modern Organizations
Today, businesses face comparable challenges when adopting AI, automation, and cloud technologies. While leaders understand their strategic importance, adoption often slows when teams struggle to connect these tools to everyday workflows.
The most successful transformations mirror the lessons of earlier technological shifts. Organizations that focus on targeted use cases, pilot programs, and measurable outcomes enable teams to experience value quickly. Once benefits are felt, adoption accelerates naturally.
Change matters, but progress depends on making value real.
Recommended Cloud-Based AI Applications
To support organizations navigating change and driving adoption through experience, the following cloud-based AI tools are especially effective:
- Zoho CRM – Centralizes customer and operational data to surface insights that teams can immediately act on
- Microsoft Power Platform – Enables rapid automation and low-code experimentation for business users
- Google Workspace with AI – Improves collaboration, productivity, and decision-making through intelligent assistance
- HubSpot Operations Hub – Aligns data and automation across sales, marketing, and service teams
- UiPath Cloud Automation – Allows organizations to pilot and scale automation quickly with measurable results
To learn how Sperto Consulting can help your organization streamline operations through automation and AI, contact us today.