A colleague of mine, who designs waste-reduction strategies for a regional municipality, told me that while he was reading the first edition of this book he grew increasingly uncomfortable. His discomfort, he explained, came from realizing that the tools and strategies set out here are more effective than the ones he was using presently, and that he would have to change how he designed and delivered programs. He went on to explain that he had grown comfortable with the tools that he had used for some time and that using community-based social marketing would involve relearning important aspects of his job. Resistance to using community-based social marketing, he correctly pointed out, has to be overcome even by those who believe in its utility.

Overcoming Resistance in Yourself

Clearly, the tools and strategies detailed in this book will initially require more work. Implementing a community-based social marketing strategy requires careful preliminary…

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