It means a departure from normal for your team. You have a new initiative. It addresses complaints from your customers. You've done some experiments to show that the concept will work. But you're not getting much of a response from your team. Or worse, you're getting resistance. What's going on? This initiative represents a departure from what's "normal." They've become accustomed to the current way of doing things; they may even tell you the current method is better.
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