Customers often say no to change due to various barriers: usage issues with existing workflows; inability to see value compared to price; risk concerns about unproven innovations; tradition of "we've always done it this way"; and concerns about how changes may impact their image. To overcome these barriers, companies should take time to understand changes from the customer's perspective, integrate innovations into existing systems, demonstrate proven performance and value, offer trials to reduce risk, respect traditions while educating about benefits, and address image concerns through symbols or borrowing credibility from others. Patience and understanding customer perspectives are key to gaining acceptance for changes.