Because during any time of change, employees feel fear and anxiety. This causes them to focus their attention and energy on their own needs rather than on how they can help the organization meet its goals. That being the case, management must provide room within the organization's goals and values for individual employees to fulfill their own personal goals and values.
Nothing is a stronger motivator than self-interest, of course.
Only by meeting employees' self-interest can an organization generate the needed discretionary effort to make a change effort work. Applied Materials, which is experiencing hypergrowth in the rapidly changing semiconductor industry, integrates thousands of new employees each year into its evolving culture. These businesses and others are securing employee commitment to change through a two-step process. First, they begin by helping employees identify their goals and values. Then, they give them the tools to fulfill their goals and values in the context of their job.