Perhaps what has happened is that the word "Change" has become institutionalized. It's been associated with hype, programs, and unsupported initiatives. We're numb to the word.
Yet, my everyday professional practice shows that we're all involved in looking for ways to improve something. And that means making changes.
I'm not ready to let go of the idea yet.
I agree with Steve in personally thinking that the "change" moniker was a all encompassing one. Change for what? What's the objective, what's the purpose?
Unless those are clear and the steps are clear, change for change's sake will be difficult to achieve.
Why would an organization want to change?
Well so that it can improve things from the way they are. Presumably.
Who made the things the way they are?
Unfortunately, usually some of the folks who are clamoring for change.
Now you know why people don't really trust the "change" word. It conveys that people are insincere and lack integrity when they ask for it. So now, it has the trappings of a 'buzzword'. Not trusted.