FREE GUIDE

Turning a No into a Yes

A practical guide to overcoming resistance for sustainability leaders

You have the strategy. You have the business case. You're still hitting resistance.

Leadership won't resource the work. Procurement agrees in meetings and does nothing after. Suppliers are overwhelmed. Cross-functional teams have different priorities.

The approach that worked on one stakeholder makes the next one dig in harder.

The data-heavy business case that convinced leadership makes procurement shut down. The urgency framing that got one function moving creates resistance in another.

Each type of resistance needs a different approach.

This guide shows you how to read the pattern and select the right strategy.

What you will get:

• Five resistance types with specific diagnostic criteria for each type

• Twenty resistance personas covering leadership, peers, suppliers, and cross-functional teams

• Targeted strategies for each type with clear guidance on when to use them

• A tracking system to mark what you've tried and what worked, so you stop repeating approaches that aren't landing

What you’ll build:

The strategic capacity to move your sustainability work forward when the barriers are human, not technical. Give this guide to your team, and see them become more successful in the rooms you don’t have time to be in.

Written by Dr. Jacqueline Kerr

Jacqueline is one of the top 1% most cited behavioral scientists in the world. With a TEDx talk, 200+ scientific publications, and deep experience in implementation science, she helps sustainability leaders navigate the human barriers that technical expertise alone can't solve.