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1) Because they don't want to tackle modifying all pages on their site. And they are unwilling to deal with uncertainty of impact on overall site.
2) They simply refuse to change their convictions. Such a move is painful to many, and thus to be avoided at all costs.
3) If something as fundamental as this to a website has been demonstrated as "wrong," there's lots to be reconsidered. This leads to: "What else do I think I know that's wrong?"
The moment one comes to this last question, there is fear, and lots of uncertainty. Some will go to any lengths to avoid this state. They are simply unwilling to reexamine all other elements of their site and business and thus threaten their view of "rightness."
The wise move in this hypothetical case is to come off your long held view of a navigation bar to left, and put it across top. Just swallow hard, take a deep breath, and do it. At most you are risking time and a few sales. If you keep your previous pages, they can easily be restored if a major negative unexpectedly crops up.
To do otherwise, is to cling to what you have. Which is stagnation. And ultimately decline.
It's Easier Said Than Done
It may be that business people fear change more than others do. Face it. They have their necks out and their capital is on line. Their net is generally their entire income. Make a blunder, and their family, home, and lifestyle may be suddenly at risk.
"If it ain't busted, don't fix it," is a commonly heard refrain. While likely so about many things, it's certainly not true of all. There is risk in change. Unavoidable risk. But without it, there will be no growth.
Put Fear To Work For You
Let fear urge caution as it must. And listen attentively. But let curiosity and creativity dominate. Let these powerful tools feed you new ideas. Explore all encountered. Then lock in those that work for you. Growth is impossible without this or an equivalent mindset.
Bob McElwain, author of "Your Path To Success." How to build ANY business you want, just the way you want it, with only pocket money. Get ANSWERS. Subscribe to "STAT News" now! mailto:email@example.com