Changing to a more sustainable or more social organization means changing existing patterns. And to be able to do so, you need to address three challenges: giving meaning to what you want to do, learning how to do it, and creating space to eliminate resistance. This is according to research conducted by Irene Jonkers, who is receiving her PhD at Nyenrode Business University today. 'If you understand the three challenges, the process becomes more manageable and also more fun,' Jonkers said.