This document discusses the concept of attitude and how it can impact one's response to change. It notes that attitude is shaped by one's thoughts, words, actions, habits, and character. A positive attitude can help one grow during times of stress or challenge, while a negative attitude can lead to burnout. The document also shares a story about two market researchers who had different attitudes - one saw potential in Ethiopia despite a drought, while the other did not. It advocates that one's attitude can make a big difference, as illustrated by the tale of a young man throwing starfish back into the ocean to save them.