It takes time to change company culture, from 10 to 15. My company started doing CC CRM and joint CRM in 1997 and only now we are starting to reap what we sowed. People now don't even realise they are applying CRM rules, so much it became one with common practice. Only a few years ago, when I asked at the beginning of a HF-CRM lesson "what is the purpose of HF and CRM?" almost never I got the reply "flight safety". Today, at least one in the class has the right answer.