One of the most important yet often less fully considered aspects of using Service Management is Organizational Change Management. When it comes down to it, Service Management is about people—as customers, users, providers, maintainers, supporters and a myriad of other roles. So while we get caught up in getting effective, efficient and economical services, processes and technologies in place to provide value, we must not push aside the importance of attitude, behavior and culture. We have all encountered new situations, changes in process or work flow, new technologies and other unfamiliar situations. Most people recognized from experience that different people deal with change in different manners. But we do not have to rely simply on hearsay or belief or personal experience. We can turn to experts in the field of Organizational Change Management for a way to work through the adoption of new ideas, approaches and technologies. In 1962 in his work Diffusion of Innovations, Everett