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Why multi-million-dollar strategies fail to launch

Roshan recreates the IKEA effect in his own workplace — and shows why people only fight for plans they helped create.

By Roshan Thiran · 21 Oct 2026

Leaders emerge from closed-door offsites with a flawless, beautifully bound blueprint. The team nods politely — and the blueprint dies in a drawer. Why? Because human beings are wired to support what they help create.

Read the full article: Stop handing your team a fully baked cake · Try the ritual: Crack the Egg

An earlier version of this piece was first published on LinkedIn.

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