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We often hear that with any innovative idea, there are adopters and resisters. There are those who willingly explore change – even relish it – and those who are reticent to embrace it. In education, the Concerns-Based Adoption Model (C-BAM) provides a framework which reveals that resistance is often the result of concerns left unanswered. C-BAM provides an approach for reading and responding to concerns so that resisters can confidently embrace the new idea. Here, I share a story of a leadership failure that I might have avoided, had I known about C-BAM.