How can you overcome the hurdles facing any organization struggling to change: addiction to the status quo, limited resources, de-motivated employees, and opposition from powerful vested interests?

Take lessons from NYPD commissioner Bill Bratton, who pulled the trick off five times. Most dramatically, he transformed the US's most dangerous city, New York, into its safest.

Bratton used Public Service Branding to make unarguable calls for change, concentrate resources on what really mattered, mobilize key players' commitment, and silence naysayers. Not every executive has Bratton's personality, but most have his potential if they follow his success formula.