Purpose: This paper seeks to explore the dynamics between innovators and the communities they attempt to change. Design/methodology/approach: The paper offers brief case studies/vignettes that demonstrate the theoretical construct: "what communities will always negotiate to what they can bear during the change process." Findings: Experiences of the practitioners featured give some credence to the theoretical construct. Originality/value: The paper provides an original and valuable lens through which change can be considered and navigated.