Graduates call it the ‘missing piece’ to making sustainability projects successful

Trusted by 200+ Sustainability Leaders Globally

Do you feel like you are having the same conversation over and over again explaining why addressing climate change is important, why energy efficiency is a good idea, or why your clients should think about recycling or modern slavery or the social impact of their businesses?

You probably spend a lot of time trying to convince others that your sustainability idea/product/service is something they should support or why they should work with you. 

You take pains to make sure your argument is air-tight. 

Your business case is solid. 

But ... instead of coming around to your point of view, people push back, offering a variety of frustrating excuses. “Our stakeholders don’t care about ‘going green”, “we’ve tried that before and it didn’t work”, “we don’t have the funds for it this year”, or “our customers won’t be willing to pay for this stuff”.

In the end, you’re faced with the same stalemate you had at the beginning, you feel constantly frustrated and thinking to yourself – “why don’t they get it?”

If any of this sounds familiar then "Influence and Persuasion for Sustainability" is the course for you.

Join hundreds of other change makers that have discovered the key to making an impact in sustainability. 

Inside the course you'll learn behavioural science skills to influence, motivate, and drive change effectively. Whether it's climate action, biodiversity, poverty, or any environmental or social cause.

This course equips you with:

  • Insights into human behaviour and decision-making.
  • Practical techniques for driving sustainability initiatives and getting others to take action.
  • Enhanced communication skills.
  • Strategies to overcome resistance and objections.


Whether you're a seasoned sustainability pro or new to the field, join hundreds of other sustainability advocates just like you that have discovered the secret to making change happen.  The choice is yours.

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Get access to 10 lessons and the course guidebook for FREE

We get it, investing your precious time and coin in a course is huge. That's why we're handing you a free sneak peek of our top-notch course content, so you can give it a whirl before diving in. So if you are not sure if this course is what you need then go ahead and give the free preview a go - the worst that can happen is you will gain some new skills and become better at making the world a better place ;-) The choice is yours.
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Meet your Instructor

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Course curriculum

    1. How to navigate this course

    2. What to expect from the course

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    3. The best way to complete the course

    4. Course Guidebook

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    5. Before we begin...

    1. Lesson 1 - Chapter Overview and the Needs Development Process

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    2. Lesson 2 - Our Brain and the Value Equation

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    3. Lesson 3 - The Three Tiered Cake Model

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    4. Quiz 1

    1. Lesson 4 - People want benefits, not features

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    2. Lesson 5 - Features vs Benefits

    3. Lesson 6 - Understanding Value

    4. Lesson 7 - How to uncover benefits

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    5. Download - Conversation Canvas

    6. Lesson 8 - The Golden Rules of talking about Sustainability

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    7. Lesson 9 - Rule #1 - Think like a caveman (or cavewoman)

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    8. Lesson 10 - Rule #2 - Don't mention the C-words

    9. Lesson 11 - Bringing it all together

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    10. Quiz 2

    1. Lesson 12 - Introducing the SPINS Method

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    2. Lesson 13 - Large vs Small Decisions

    3. Lesson 14 - Situation Questions

    4. Lesson 15 - Problem Questions

    5. Activity - Problem types and activity

    6. Download - Conversation question bank

    7. Lesson 17 - Implication Questions

    8. Lesson 18 - Stacking the Value Equation

    9. Lesson 19 - Need Pay-off Questions

    10. Activity - Develop your Need Pay-off Questions

    11. Lesson 20 - Bringing it all together with this B2B example SPINS conversation

    12. Lesson 21 - Example SPINS Conversation with an Internal Stakeholder

    13. Lesson 22 - Example B2C SPINS Conversation in a Sales Context

    14. Quiz 3

    1. A few final words

    2. More resources for you

    3. Before you go...

About this course

  • $197.00
  • 36 lessons
  • 1.5 hours of video content

Our alumni network includes sustainability leaders from Unilever, CHEP, Coca Cola and more

What others have to say about the course

4.6 ⭐⭐⭐⭐⭐ (17 ratings), 253 students

“Good tips and content and backed up with good scenarios and case studies. This is one of the best and most practical courses I have done in recent times.”

Patrick, Senior Sustainability Manager

“Bloody Brilliant! Enough said.”

Jonathan, Sustainability Advisor for Government

“Very relevant and useful, especially for those new to the sustainability industry. I really enjoyed learning about the SPINS method and some of the psychology behind decision making. I can't wait to try and apply this to my everyday work, especially during networking with clients.”

Belinda, Graduate Sustainability Consultant

“Yes, it's quite interesting the course with a clear and straightforward explanation about understanding and gaining the ability to influence people, teams and stakeholders from a behavioural science perspective and particularly gaining people buy-in regarding sustainability is challenging. I look forward to explore further these insights and techniques, and see how applicable is at my organisation.”

Joana, Sustainability Program Officer

“The course provided me with a really simple, science-based technique that will help me achieve sustainability outcomes and create organisational change while helping others with their problems.”

Lexi, Net Zero Coordinator

“Great outcome. Many of these techniques I have been employing unconsciously without a plan. This training allows me to identify the strengths and weaknesses of past communications and reflect on why initiatives have worked or presented an obstacle. I can now better plan my conversations to better influence outcomes.”

Jack, Environment & Sustainability Manager

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Your Instructor

James McGregor, Sustainable Business and Innovation Expert


When his dreams of becoming an ice trucker were crushed by climate change, James McGregor decided to become the Founder of the Blue Tribe Company, a multi-award winning sustainability and innovation consultancy that helps its clients to design and create solutions to solve some of the world’s most challenging environmental and social issues.

He has spent over twenty years working in sustainable innovation and has been involved in the development of world record breaking solar technologies, has led projects to capture carbon dioxide from coal fired power stations, created solutions to address solar panel waste, and used the power of nature to treat organic waste.

In 2018 he started working with some of the worlds leading behavioural scientists to understand how to better communicate sustainability and drive change.  This research led James to becoming the creator and Executive Producer of an award winning TV show about sustainable housing that has so far reached over 9million viewers in Australia and is being distributed globally on major streaming services like Hulu and Disney+.  The show integrates the latest behavioural science insights to drive mainstream demand for more energy efficient and sustainable homes.

This course distils insights from behavioural science research that took me years to learn into practical techniques that anyone can learn in a matter of hours.

James McGregor

James is also a Business Mentor and Innovation Coach for the ON program  (Australia’s national science and technology accelerator program that seeks to unlock innovations that will shape Australia’s future), has studied Sustainable Business at the University of Cambridge, holds a Masters of Business and Technology and a Bachelor of Electrical Engineering, is the author of 23 peer reviewed research papers and is an industry thought leader in sustainable business design and innovation.

James believes that doing good can be good for business but only if you go about it in the right way. 


Who this course is for

  • Sustainability, ESG and CSR professionals who need to gain the buy-in of a broad range of stakeholders.
  • Sustainable Entrepreneurs who want to learn how to influence decision makers.
  • Sustainability consultants who want to gain more clients and move them to action.
  • Sustainability and environmental advocates who want to get others to take action on important issues like climate change.
  • Aspiring sustainability professionals who want an edge in their career.
  • Anyone who needs to be able to sell a sustainable, ethical, or eco-friendly product or service.

Join other sustainability leaders from businesses like Unilever, Coca Cola and CHEP and get the skills you need

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