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1 .<-NARRATOR:-> Now listen to part of a lecture on this topic in a business management class.
1 .<-MALE PROFESSOR:-> So let me tell you about my own experience with this when I was working for a computer company a couple of years ago.
2 .So one day, a coworker and I suggested we should give our computers a design makeover, make them look more up to date.
3 .Market research was showing that new customers said they would be more interested in buying our computers if they looked cooler.
4 .Our technology was advanced, but the outside design looked really old-fashioned.
5 .At first, more than half the group supported us.
6 .There were a few senior managers there though who didn't support the design change.
7 .One of the senior managers said,"Our focus has always been on technology.
8 .Changing the look is an unnecessary cost."
9 .Almost immediately, some of our supporters changed their minds.
10 .Even my coworker changed his mind.
11 .When I asked him why after the meeting, he told me he didn't want to make a bad impression on the senior managers.
12 .He thought that disagreeing with them might jeopardize his chances of getting a promotion by not looking like a team player.
13 .What about me?
14 .I hate to admit it, but after a few hours of discussion, I started wondering if it was worth everyone's time to argue about this.
15 .As more people sided with senior management, I started to feel like I was the only one holding up the vote.
16 .Everyone else seemed to think change wasn't necessary, so I voted against my own idea in the end.
17 .So we unanimously decided to stay with the current old-looking design.
18 .But this decision ended up costing us a lot of money.
19 .That same year, our competitor came out with a new design that attracted some of our customers and prevented us from profiting on potential new customers.