Change is inevitable, but let’s be honest, it’s rarely welcomed with open arms. Whether you’re rolling out new HR technology, shifting your organisational culture or transforming how your teams work, resistance appears as predictably as Monday morning emails. People fear losing control, question whether the disruption is worth it or simply can’t see past their current way of doing things. But here’s what I’ve learnt after years in this field: your biggest sceptics often make your strongest advocates.
Think about it. The colleague who challenges every new initiative, asks the difficult questions, and voices what others are thinking? They’re not your enemy. They’re potentially your most valuable asset. When someone who’s been vocal about their doubts becomes genuinely excited about a change, others notice. Their transformation carries weight that no top-down mandate ever could.
Why Do People Resist Change? It’s More Complex Than You Think
Before you can transform resistance into advocacy, you need to understand what’s really driving it. In my experience, it’s rarely about being difficult for the sake of it. The underlying reasons are often quite rational:
- Fear of the unknown
Change disrupts established routines and introduces uncertainty that feels threatening. - Lack of trust in leadership
If people question the competence or motives of those leading change, resistance follows naturally. - Perceived threats to identity or security
New processes or systems can feel like challenges to someone’s expertise or role relevance. - Poor communication or unclear benefits
When people don’t understand the ‘why’ behind change, they default to scepticism. - Previous change fatigue
Failed initiatives leave scars that make people protective of their energy and trust.
The Unique Power of Converted Change Champions
Change champions don’t just passively accept new ways of working. They actively promote them, model new behaviours and influence their peers through genuine enthusiasm. But champions who were once sceptics? They’re in a league of their own.
What makes former sceptics such powerful advocates?
- They’ve walked the journey from doubt to belief, so they understand both perspectives intimately.
- Their colleagues see them as credible because they share similar concerns and backgrounds.
- Their conversion story becomes proof that the change truly delivers value.
Six Proven Strategies for Converting Sceptics into Champions
1. Listen First, Defend Never
Your instinct when facing resistance might be to explain why they’re wrong or defend your change strategy. Don’t. That’s the fastest way to entrench opposition.
- Create genuine safe spaces where concerns can be voiced without judgement.
- Acknowledge the emotions behind the resistance, not just the logical arguments.
- Resist the urge to immediately counter every concern with a solution.
Practical tip: Hold listening sessions or use anonymous feedback tools early in your change process. You’ll often discover legitimate concerns you hadn’t considered.
2. Spot Your Influential Sceptics
Not all resistance is created equal. Some people grumble quietly; others voice concerns that resonate widely. You want to focus your energy on the latter group.
Look for sceptics who:
- Speak up regularly in meetings and forums
- Have informal influence within their teams
- Possess deep organisational knowledge and credibility
These individuals often become your most effective champions because their colleagues already respect their judgement.
3. Make Them Co-Creators, Not Just Recipients
People support what they help build. It’s human nature. Rather than presenting change as something done to them, invite sceptics to shape how it happens.
- Include them in pilot programmes where they can test and refine approaches
- Ask for their input on implementation challenges and solutions
- Give them authority to adapt the change for their specific contexts
When someone moves from being a passive recipient to an active architect of change, their entire relationship with it transforms.
4. Lead with Stories, Not Spreadsheets
Data has its place, but stories move hearts and minds. If you want to shift someone from scepticism to advocacy, speak to their emotions as well as their logic.
Consider these approaches:
- Share success stories from similar organisations or teams
- Highlight personal benefits alongside organisational ones
- Use converted sceptics as storytellers whenever possible
There’s something powerful about hearing from someone who’s been where you are and can describe what’s on the other side.
5. Build Competence and Confidence Together
Sometimes resistance masks a fear of not being able to succeed in the new environment. Address this directly through thoughtful support.
- Provide comprehensive but accessible training
- Create learning environments where people can make mistakes safely
- Pair sceptics with enthusiastic mentors who can guide their journey
As people become more competent with new ways of working, their confidence grows and resistance typically fades.
Real example: When implementing a new performance management system, one organisation invited their most vocal critics to become ‘user experience testers’. These individuals helped identify problems, suggest improvements and eventually became the system’s biggest advocates across the business.
6. Celebrate Conversion Stories
When someone moves from scepticism to advocacy, make it visible. Recognition serves multiple purposes: it validates their journey, encourages others to be open to change and reinforces that evolution is valued.
- Give converted champions platforms to share their experiences
- Include them in change leadership groups or committees
- Recognise their contribution through formal acknowledgements or career opportunities
People often underestimate their own influence. When you highlight their transformation, you inspire similar journeys in others.
Creating an Environment Where Advocacy Thrives
Converting sceptics is just the beginning. You need to create conditions where their advocacy can flourish and spread throughout your organisation.
Champion Open Dialogue
Make it clear that questioning and discussing change is not only acceptable but encouraged. What matters isn’t the absence of doubt, but how you respond to it constructively.
Model Vulnerable Leadership
When leaders admit uncertainties, acknowledge mistakes and show they’re learning too, it creates psychological safety for others to evolve their views publicly.
Enable Peer-to-Peer Influence
Let your champions lead working groups, facilitate discussions or mentor others going through similar journeys. Peer influence often carries more weight than hierarchical directives.
Share Progress and Impact
Keep your champions informed about how the change is progressing and what impact it’s having. This reinforces their advocacy and gives them concrete examples to share with others.
Avoid These Common Pitfalls
- Forcing compliance rather than building genuine commitment
Coercion might achieve short-term results, but it breeds long-term resentment. - Focusing only on the logical aspects of resistance
Emotional concerns are just as valid and often more influential than rational ones. - Expecting instant transformation
Moving from scepticism to advocacy is a journey that requires patience and sustained effort.
Resistance as a Strategic Asset
Here’s a perspective shift that’s served me well: resistance isn’t your enemy, it’s valuable intelligence. People who resist care enough about the organisation to engage rather than simply disengage. That emotional investment, when redirected positively, becomes a powerful force for sustainable change.
Converting sceptics into champions isn’t about proving them wrong or winning arguments. It’s about creating space for them to discover value for themselves, contributing to something meaningful and feeling genuinely heard in the process.
Whether you’re implementing new HR technologies, shifting culture or transforming business processes, this approach works. When you build inclusive change processes that honour resistance as engagement, you transform your biggest challenges into your greatest assets. Your converted champions won’t just support your change; they’ll make it stronger, more sustainable and more human.
