He notes that any competitor can buy the same technology or otherwise take advantage of the same aspects of the business as the corporation. You've got all these conditions that anyone can take advantage of. The only thing they can't take advantage of is the people in the other company. That's because they are the one unique variable. Corporations are constantly changing and growing in today's dynamic marketplace and the emotional and mental fallout of the change can leave employees floundering or even resisting.
Reed works with the problem.
It's important for the individual to know where the company is going. It's buy in. People in a company need to know what the company is trying to achieve and help. Reed asserts that the people at the top of the organization are crucial to motivating workers successfully through changes. You have to educate the people at the top to be good change navigators, replace them or be prepared to fail.