“We were struggling with performance issues and our metrics were among the worst in our industry. Rodger’s Change-friendly Leadership approach helped us engage our people, build trust, and transform how we work. Our performance metrics are now among the best in our industry.”
Turn resistant teams into change Champions
(Even If They’ve Never Led a Successful Initiative Before)
Successful leaders don’t push harder when people resist change. They use specific, repeatable tactics that turn skeptics into supporters.
The Change-friendly Leadership Coaching shows you how to employ the field-tested practices that have produced positive change in scores of organizations in multiple industries.
By validating our unease and then charting a course to follow, Rodger’s approach allows us to take hold of the reins of change in our own lives, and to manage it effectively within our organizations.
He provides the vital framework and process that enable us to thrive and accomplish our goals. The results we achieve and the growth we gain will make it well worth the journey.
Stephen M.R. Covey
Bestselling author of The Speed of Trust and Trust & Inspire
Why 70% of change initiatives fail
Most leaders know what needs to change. But they don’t know how to get people to actually do it.
- You forget to explain the benefits to your people You explain the new system, process, or structure in detail. Your team hears more work, more complexity, more problems.
- Your middle managers skew your message Your managers filter, delay, or reinterpret your vision until front-line workers barely recognize it.
- You push forward without the right people on board You charge ahead with a few supporters while skeptics build resistance behind your back.
Many so-called change efforts seem to employ the launch protocol of the belly flop. Lots of noise, big splashes, a few congratulatory whoops and hollers. But then the pain sets in. Sometimes a lot of pain.
Every time an implementation fails to achieve its stated objectives on time and on budget, there are costs. The costs are both short-term and long-term, both direct and indirect.
Rodger Dean Duncan
Bestselling Author of Change-friendly Leadership
Making change stick is a skill any leadership team can learn
This training teaches you the specific behaviors and tactics that transform resistance into engagement. You’ll learn exactly how to handle each stage of change with your team.
Our team coaching teaches the specific behaviors and tactics that transform resistance into genuine engagement. Through live virtual support and a proven curriculum, your team will learn exactly how to handle each stage of a transition.
- Understand the basic principles of effective change management
- Implement change in a way that improves speed and ROI
- Use a behavioral protocol for handling the highest-risk elements of change
- Recognize individual and organizational barriers to change
- Use tactics that save time & other resources
- Use tools to help complete challenging change initiatives
- Accelerate and reinforce people’s commitment to and adoption of change
- Enhance your organization’s capacity for future change
This method works in any industry
These executives transformed their organizations using the Change-friendly approach. Their results speak for themselves.
CEO, Nuclear Power Company
“Using the Change-friendly framework, we reduced our operating budget by 45% while dramatically improving output. The cost per transaction dropped by 74%. This translated into millions of dollars in savings.”
Senior Vice President, Global Investment Firm
“We trained hundreds of our people in Change-friendly Leadership. Within 12 months, we returned to profitability. The turnaround was so impressive that Harvard Business School adopted it as a case study.”
CEO, Agribusiness Cooperative
“Rodger personally coached dozens of our top leaders and helped us make change management one of our core strengths. He was a key factor in our significant growth and successful acquisition integrations.”
CEO, International Engineering Firm
“The silo mentality in our culture prevented us from reaching excellence. Change-friendly Leadership training showed us how to adopt new practices that produce levels of excellence we previously only dreamed about.”
COO, Major Hospital Chain
“Rodger’s training helped us move from reactive change management to proactive leadership. Our culture is stronger, our communication clearer, and our results more sustainable.”
Michael V.
Chief Operating Officer
“We’ve run dozens of leadership programs, but Rodger’s stands out. It’s actionable, human-centered, and perfectly calibrated for today’s workplace.”
Camille A.
Director of Learning & Development
Get 40+ years of leadership wisdom in one practical training
Get 40+ years of leadership wisdom applied directly to your team
After working with hundreds of organizations across every major industry, Dr. Duncan identified the specific behaviors that separate leaders who succeed from leaders who struggle.
This training gives you those exact methods. You get the same frameworks Fortune 500 teams pay thousands to learn. The same tools that turned a failing company into a profitable Harvard Business School case study.
Decades of field-tested wisdom, organized into a system you can start using on Monday morning.
After working with hundreds of organizations across every major industry, Dr. Duncan identified the specific behaviors that separate leaders who succeed from leaders who struggle.
You get the exact frameworks Fortune 500 teams trust to lead their most critical initiatives, and the same tools that turned failing companies into Harvard Business School case studies.
Decades of field-tested wisdom, organized into a system you can start using on Monday morning.
Your team’s complete Change-friendly IMPLEMENTATION Toolkit
Each module gives you proven frameworks to lead people through transitions successfully, including real-world examples of how successful companies have used them.
Our complete Change-friendly implementation toolkit
Our live coaching calls are anchored by a structured digital curriculum that your entire team will access. Each module gives you proven frameworks to lead people through transitions successfully, including real-world examples of how successful companies have used them.
- The four Ts framework Master the behaviors that create psychological safety and genuine buy-in. You'll learn how successful leaders think, talk, build trust, and foster team collaboration to make change stick.
- 7-Step implementation roadmap Follow a proven sequence from validating your change through sustaining momentum. You get specific tactics for each phase that successful leaders use to avoid common pitfalls.
- Managing the CAST of characters Learn to identify and engage Champions, Agents, Sponsors, and Targets effectively. You'll know exactly whom to involve, when to involve them, and how to get them working together.
- Resistance neutralization tactics Get specific scripts and interventions for the most common forms of resistance. You'll learn how to handle skeptics, fence-sitters, and active resisters with confidence.
- The four Ts framework Master the behaviors that create psychological safety and genuine buy-in. You'll learn how successful leaders think, talk, build trust, and foster team collaboration to make change stick.
- 7-Step implementation roadmap Follow a proven sequence from validating your change through sustaining momentum. You get specific tactics for each phase that successful leaders use to avoid common pitfalls.
- Managing the CAST of characters Learn to identify and engage Champions, Agents, Sponsors, and Targets effectively. You'll know exactly whom to involve, when to involve them, and how to get them working together.
- Resistance neutralization tactics Get specific scripts and interventions for the most common forms of resistance. You'll learn how to handle skeptics, fence-sitters, and active resisters with confidence.
Change-friendly Leadership Coaching
We don’t just hand you a book and wish you luck. Our coaching includes live, virtual team support from Dr. Duncan personally, paired with lifetime access to our complete organizational toolkit.
Live, Virtual Team Coaching
Change doesn’t happen in isolation. I will coach your executive team in focused, small-group settings, and coach your broader staff in large-group virtual calls. We will apply the change frameworks directly to your real-world initiatives.
Change-friendly Leadership Training
To build a shared language across your organization, your entire team receives access to our comprehensive video training. This ensures everyone is operating from the same playbook before we even get on a live call.
Change-readiness Assessments
We provide specific diagnostic assessments to help you measure exactly where your team’s hurdles are. This allows us to target our live coaching sessions directly at your biggest speed bumps.
The Implementation Toolkit
Your team will receive comprehensive workbooks, interactive exercises, and journaling tools designed to help them translate our coaching conversations into concrete, measurable action plans.
$2,325 Value
For only
$497
Only
$497 $297
- The complete online training $895 Value
- 12 monthly pro tip videos $900 Value
- 12 eBooks $500 Value
- Audiobook $30 Value
Inside the curriculum:
The foundation for our live coaching
Lesson 1: Getting Started
“The best playbooks are a combination of reliable research, relatable examples, and actionable strategies.”
– Brené Brown, author of #1 New York Times bestseller Dare to Lead
What you’ll learn:
- How—and why—a structured approach to change leadership produces the best results.
- How to assess the change risks in your own organization.
- How to use the 4E Learning Model to get the most from this training.
Lesson 2: Foundations
What you’ll learn:
- Why to focus on “the real stuff.”
- The avoidable costs of implementation failure.
- How to increase on your own make-a difference influence.
- Why—and how—Frame of Reference is so critical to successful engagement.
Lesson 3: The Four T’s
What you’ll learn:
- How a simple set of behaviors can help make you a leadership rock star.
- How the Four Ts form the hub of he CHANGE-friendly IMPLEMENTATION framework.
Lesson 4: THINK-friendly
What you’ll learn:
- How to enhance your own thinking Capacity.
- How to exercise Curiosity by asking THINK-friendly questions.
- How—and why—to challenge your own Conclusions.
- How to examine key Connections in your problem solving.
Lesson 5: TALK-friendly
What you’ll learn:
- How to Defer Judgment.
- How to Listen With Empathy.
- How to Tame the Elephants (deal effectively with “undiscussables”).
Lesson 6: TRUST-friendly
What you’ll learn:
- How to recognize the most common Trust-Busters.
- How to use the most effective Trust-Builders.
- How to make high trust a key element in your organization’s culture.
Lesson 7: TEAM-friendly
What you’ll learn:
- How to establish and maintain the five conditions of an effective team—
- Team Composition
- Compelling Purpose
- Reinforcing Framework
- Nurturing Context
- Systems and Sponsorship
Lesson 8: 7 Steps, CFI Risk Assessment
What you’ll learn:
- How the components of the CHANGE-friendly IMPLEMENTATION framework are mutually-reinforcing.
- The roles of your implementation’s CAST of Characters.
- How to use the CHANGE-friendly IMPLEMENTATION Risk Assessment to identify blind spots and speed bumps that can jeopardize your change efforts.
Lesson 9: Validate the Journey
What you’ll learn:
- How to build both a Business Case for Change and a Psychological Case for Change.
- How to navigate from the Present, through the Neutral Zone, and into the Future.
- How to make strategic use of SMART Goals.
- How to deal effectively with theall-important What, Why, and What if questions.
Lesson 10: Scan for Speed Bumps
What you’ll learn:
- How to identify—and deal with--the many forms of resistance.
- How resistance can sometimes be a gift.
- How to use the Adoption Inventory to assess the probability of your implementation success.
Lesson 11: Chart the Course
What you’ll learn:
- How to deal with the various kinds of transitions associated with change and implementation.
- How both compliance and commitment are critical to your implementation success.
- How to use the six powerful influence strategies in the Want to/Can Do Model.
Lesson 12: Build a Coalition
What you’ll learn:
- How to establish a coalition of engaged people to help propel your implementation to success.
- How to create an Implementation Role Map.
- How to use “cascading sponsorship” to prevent your implementation from getting “lost” in the bureaucracy.
- How to use “contracting” to ensure effective Authorizing Sponsors and Reinforcing Sponsors.
Lesson 13: Ford the Streams
What you’ll learn:
- How to work effectively with the various elements (both positive and negative) of your organization’s culture.
- How to use a CPR Model to help ensure that professed values are practiced and reinforced.
- How to identify and deal effectively with the various “unwritten rules” operating within your culture.
Lesson 14: Stay on Message
What you’ll learn:
- How to “manage the meaning” of your implementation through strategic use of Communication, Learning, and Reinforcement Systems.
- How to use a simple formula for getting the behaviors you need for successful implementation.
- How to avoid three of the most common (and costly) communication mistakes.
Lesson 15: Mind the Gap
What you’ll learn:
- How to be precise about your success metrics.
- How to use reliable tools to measure—and close—the gap between good intentions and great performance.
- How to use the WAMM approach (What About Monday Morning?) to prioritize your work with change.
Included FREE for a Limited Time:
The “Change Momentum” Bundle
(Valued at $1,300 — Yours free when you enroll by Mar 9, 2026)
We know you’re busy. That’s why we’re including this suite of tools designed to help you absorb the material faster and solve specific problems on the fly.
The Change-friendly Audio Book
8 hours
Read by Dr. Rodger Dean Duncan Turn your commute or workout into a leadership masterclass. Absorb the core principles of the framework while you’re on the go.
The LeaderSHOP eBook Collection
12 Monthly Editions
144 Interviews with Top Thought Leaders. You will receive one new eBook edition every month for a full year. Each edition features in-depth interviews with experts like Stephen M.R. Covey and Ken Blanchard, giving you fresh inspiration exactly when you need it.
“Pro Tip” Video Vault
12 Monthly Tutorials
Specific Scripts for Sticky Situations. Gain access to a new 10-15 minute “Pro Tip” video every month. These are designed to be “quick fixes” for specific, high-stakes challenges—like handling a toxic employee or recovering from a fumbled announcement—so you can solve problems on the fly.
What experts say about Change-friendly Leadership
“Change often creates feelings of fear, stress, anxiety, and concern. Change-friendly Leadership addresses all of that head-on. By emphasizing specific behaviors that build trust and invite collaboration, the Change-friendly framework provides a step-by-step approach that turns even the most cynical skeptics into willing—and even enthusiastic—champions of change.”
Stephen M.R. Covey
Bestselling author of The Speed of Trust and Trust & Inspire
“Rodger’s approach to change is a gold mine of actionable wisdom. Change-friendly Leadership shows how to employ timeless principles to influence people in a world of constant transition.”
Jack Canfield
Co-creator of Chicken Soup for the Soul, bestselling author of The Success Principles
“By implementing the practical, proven ideas and strategies in Change-friendly Leadership, you will save yourself enormous amounts of time in getting more, better, and faster results with people than you ever thought possible. So, put up your tray tables and buckle your seatbelts. You are about to embark on a journey of transformation that will make you better at what you do than you ever imagined.”
Brian Tracy
Bestselling author of Eat That Frog! and Maximum Achievement
“Change-friendly Leadership is a rare gem: entertaining, relevant, educational, and immensely practical.”
Marshall Goldsmith
Recognized as one of the Top Ten Business Thinkers
“When it comes to leadership coaching, Rodger Dean Duncan is among the best. He has a gift for distilling his wisdom into take-aways you can put to immediate use.”
Tom Rath
Author of StrengthsFinders 2.0
“Change-friendly Leadership is profoundly practical in its approach to the most common challenges associated with change. It provides tools we can all use to simplify human interactions. This makes us more likely to get great results—in relationships, teams, and across our organizations.”
Sally Helgesen
Author of How Women Rise
“Change management is the Achilles heel of many otherwise capable leaders. Change-friendly Leadership shows the smart way to help people and their organizations grow and thrive.”
Brett Blumenthal
Personal Transformation Coach and Bestselling Author
“The cost of failed change is enormous—wasted resources, eroded trust, and talented people who quit and stay. Rodger Dean Duncan’s Change-friendly Leadership shows how to reduce resistance and build the engagement, trust, and collaboration necessary to make change stick. It’s a master class in character-driven behaviors that produce the solid results every smart leader wants.”
Ram Charan
Advisor to Corporate Boards and CEOs
The Change-friendly Implementation Course
The Change-friendly Implementation Course
Total Value: $1,800+
$497
- Complete 15-Module Training System Video course & certification
- The Implementation Toolkit Workbooks, Assessment Tools, & Journals
- Change-Readiness Assessments To diagnose your team’s specific hurdles
The Change Momentum Bundle ($1,300 Value)
Includes: Audio Book, 12 eBooks, and Pro Tip Video Vault
Bonus Bundle expires Mar 9th at 11:59 PM CT
Try It 100% Risk-Free for 30 Days
I want you to feel completely confident in this investment.
Join the training today, and start using the “Want To / Can Do” tools with your team.
If you don’t feel like you are gaining the traction you need, simply let us know within 30 days and we will refund your full tuition. No questions asked.
Your next steps
Enroll now
Sign up now to secure your spot, and we'll send your login details and resources immediately so you can get started.
Complete the training
Work through the modules at your own pace, individually or as a team. You'll learn practical methods you can apply immediately.
Lead successful change from day one
You'll use these methods with your team and see immediate differences. People will stop resisting and start supporting your initiatives.
How to get started
Apply for a Momentum Call
Answer a few brief questions about your organization's unique needs. Then, grab a time on Dr. Duncan's calendar.
Get a Custom Coaching Plan
On our call, we'll diagnose your team's friction. If it's a fit, we'll propose a personalized coaching plan to support your initiatives.
Lead Successful Change
Your team stops resisting and starts supporting your initiatives. You transform passive compliance into genuine commitment.
This simple method can make your next change initiative a success
Picture walking into your next leadership meeting and announcing a change that people actually support. Your managers ask how they can help instead of why they should care. Your team members volunteer to lead workstreams instead of dragging their feet.
This happens when leaders learn to engage people’s heads, hearts, and hopes instead of forcing compliance.
Apply for a diagnostic call today. Whether we end up working together or not, you will walk away from our call with actionable clarity and straight talk on how to get your stalled project moving again.
Questions you might have
What exactly is CHANGE-friendly IMPLEMENTATION?
A 15-module online training that teaches you the system for change that Rodger Dean Duncan has used with Fortune 500 companies, government agencies, and presidential cabinets over 40+ years. It’s built as a workshop. Every module includes exercises you apply to your actual change initiative.
Who is this training for?
Anyone responsible for leading change: executives, middle managers, project leads, consultants, HR professionals, or coaches. If you’ve ever announced a change and watched it stall out three months later, this training is for you.
What do I get when I purchase?
The complete 15-module training, 12 monthly Pro-Tip videos, 12 LeaderSHOP eBook editions (containing 144 expert interviews), and the complete audiobook of CHANGE-friendly LEADERSHIP read by Dr. Duncan.
How long do I have access?
You’ll receive lifetime access to the training modules, Pro-Tip videos, LeaderSHOP eBooks, and audiobook.
How long will it take me to complete?
Most people complete the training in 15-20 hours. You have lifetime access, so you can work through it at whatever pace fits your schedule.
Will this work for my industry?
Yes. The psychology of change is the same whether you’re leading engineers, nurses, accountants, or factory workers. This framework has worked in nuclear power plants, global investment firms, agribusiness cooperatives, engineering firms, and hospital chains. The principles are universal.
What if I'm not satisfied?
You have 30 days to request a full refund, no questions asked. No hoops, no hard feelings.
What exactly happens on the Team Momentum Call?
When you fill out the application, you’ll answer a few questions about your current initiative. I review that before we meet. On our Zoom call, we will spend the majority of our time looking at your specific ‘Speed Bumps.’ We will diagnose if it’s a ‘Want To’ or ‘Can Do’ problem. From there, I’ll tell you if I think Change-friendly Leadership Coaching can help. If not, I’ll point you in the right direction.
Why do you require my team to be involved in the coaching?
Change doesn’t happen in isolation. Teams accomplish more when they employ a shared language and framework. It eliminates the ‘translation gaps’ that slow down change efforts. When everyone learns the same principles at the same time, it creates strong peer-to-peer accountability, not just top-down pressure.
We are already busy. Is this going to require a massive time commitment?
Time is your most precious resource, which is why this coaching is entirely virtual. You don’t have to pay for travel, and you don’t have to set aside days for a grueling off-site retreat. The scope and pacing of our live calls are customized to fit your specific schedule.
Does this framework work for my specific industry?
Yes. The psychology of change is universal. It is exactly the same whether you’re leading engineers, nurses, accountants, or factory workers. We’ve used this exact framework in nuclear power plants, global investment firms, agribusiness cooperatives, engineering firms, and hospital chains.
Still have questions? Email support@changefriendly.com and we’ll get back to you.