Why do some changes happen quickly while other changes occur slowly? Writer and surgeon Dr. Atul Gawande argues that we tend to rely heavily on technology, media, or programs, but there is a better way: person-to-person contact and relationship-building. Gawande writes:

In the era of iPhone, Facebook, and Twitter … we want frictionless, "turnkey" solutions to the major difficulties of the world—hunger, disease, poverty. We prefer instructional videos to teachers, drones to troops, incentives to institutions. People and institutions can feel messy and [backwards.] But technology and programs are not enough …. Mass media can introduce a new idea to people. But … people follow the lead of other people they know and trust when they decide whether to [change.]

This is something that salespeople understand well. I once asked a pharmaceutical rep how he persuaded doctors—who are notoriously stubborn—to adopt a new medicine. Evidence is not remotely enough, he said …. You must apply "the rule of seven touches." Personally "touch" the doctors seven times, and they will come to know you; and, if they trust you, they will change. That's why he stocked the doctor's closets with free samples in person. Then he could poke his head around the corner and ask, "So how did your daughter Debbie's soccer game go?" Eventually, this can become "Have you seen this study on our new drug? How about giving it a try?" As the rep had recognized, human interaction is the key force in overcoming resistance and speeding change.