Status Quo is a very powerful thing.
Have you ever heard anyone tell you that they are enjoying the hunt for a new job? They might realise that a change is necessary and important; nevertheless they would not enjoy the process. There is a certain inertia in the way things are. Change implies overcoming that inertia and changing direction. This is inherently a hard thing to do.
People hate this process; people hate change.
When a bridge falls, you just see the change happen on the day that the bridge falls; but the change has been in the works for a while. The cracks were forming for a period of time, the stresses were building, the structure was weakening; it is just that you did not have the ability to see it happening. You see the final outcome and hate the outcome.
Many people notice change when it finally arrives at their door. They think, the situation changed overnight. Change rarely happens overnight. Change has to overcome inertia and then arrive to be. Change is usually a long time in the making. It is our ability to perceive this change that is weak.
Therefore people are rarely prepared for change.
Strength had to transform into weakness and weakness into failure for the bridge to fall. While most of us notice the second part, we do not notice the first part. Change is persistent.
Most of the startups are trying to get into areas that are not traditional. They are trying to do things that have not been done before. This means that they need to change the behaviour of their customers. It is wrong to expect this change to arrive when you seek for it to arrive. It will be a gradual process beginning with taking the inertia out of the system.
Set a goal, pursue it, seek it out. Initially, it may seem like nothing is happening. Then slowly but surely, change will become visible.