Why change doesn't stick

You launched the change. It rolled back. Why?

Most change programmes optimise for the launch. The town hall, the comms, the kickoff sprint. Then six months later behaviour quietly rolls back to baseline and everyone wonders what went wrong. Reversion is predictable. It happens when the conditions that produced the old behaviour are still in place — the same incentives, the same workflow, the same social norms — and the change layer sat on top of them rather than altering them. The pages here are about that gap between launch and durability. What makes a change stick isn't more communication. It's a diagnostic that identifies which barrier is actually load-bearing, an intervention that addresses it, and a measurement loop that catches reversion early enough to do something about it.