Key finding

"For any program you need some buy-in and go through a proper trial"

"Be really fair about the way that you operate the trial and the way that you assess that trial. Present that back in a way that's really fair. Get more buy-in, expand the trial, go to the next stage. ...the very first step in all of that is about getting emotional buy-in from people...when you have emotional buy-in from people in the team, then they're prepared to stick with you.”