DevOps have been all the rage lately, and it means different things to different people. To some it is about the process, to others it is about the tools, process, or even culture. People are pushing for it from multiple angles, and others are resisting. Nobody likes changes, especially if it means more work. Yet, is IT in some organisations sustainable without changing? Are people crushing under the weight of technical debts? To push change, it is important to understand the resistance. DevOps champions need to understand their audience, and tailor the message accordingly, addressing the pain point of their audience.