In my job as a TDD coach (among other things), the hardest but also biggest win is to convince a strong, self-confident individual to give it a shot...
A couple of years ago, I was convinced that "selling" agile methods to management was the most difficult part... Boy was I wrong about all that.
... what are the drivers regarding the change from management's point of view? Profit. Higher quality, faster lead times, less operational costs. All that equals higher profit.
Now, think of the developer in that same organization. What are the drivers she's affected by...? It's not profit, that's for sure.
Safety. I have come to believe most developers' biggest issue with, say, TDD is not whether it's more productive or not. I believe that most of the time the biggest issue is that of insecurity... Insecurity of not knowing whether you will be able to learn a new trick. Insecurity of not knowing whether you'll suddenly become the other end of a pecking order.
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