How Executives Can Reduce Resistance and Build Trust During Change

Resistance is not a character flaw. 
It’s a human response. 

And while teams often get blamed for “resisting change,” resistance is most often a leadership and conditions problem, not a people problem. 

Executives have tremendous influence over whether resistance grows—or dissolves. 

Here’s how leaders can reduce resistance while building trust and alignment: 

1. Communicate Early, Clearly, and Often 

Silence breeds stories. 
Stories breed fear. 
Fear breeds resistance. 

Executives who address concerns early create psychological safety and clarity. 

2. Ask More Questions Than You Answer 

People resist when change is done to them, not with them. 

Great sponsors spend time listening: 
“What are your concerns?” 
“What would make this easier?” 
“What support would help you succeed?” 

Listening reduces resistance faster than persuasion. 

3. Model the Change Yourself 

Nothing undermines transformation faster than: 
“Do as I say, not as I do.” 

People follow leadership behavior far more than leadership words. 

4. Reinforce Progress, Not Perfection 

Executives who celebrate learning—rather than punishing missteps—create healthier, more adaptable cultures. 

Progress is motivating. 
Perfection is paralyzing. 

5. Remove Barriers Quickly 

Resistance often comes from systemic obstacles, not personal preference. 

Leaders can dramatically reduce resistance by: 

• Clarifying priorities 

• Allocating resources 

• Making timely decisions 

• Fixing processes that slow adoption 

When leaders clear the path, people move forward. 

The Bottom Line 

Resistance is normal. 
Leadership determines whether it intensifies or fades. 

Strong sponsorship builds trust, confidence, and momentum. 

The Leaders as Sponsors of Change course helps executives practice these behaviors in a safe, practical, research-based environment—launching Q3 2026. 

Join our next Managed ChangeTM workshop or connect with us.