This article outlines the strategy of providing alternative means to change people’s attitudes and behaviours. Central to this approach is the notion that attitudes and behaviours serve various (psychological) goals. When told to change how they think or behave, people experience psychological reactance. As a result, they engage in the behaviour opposite to that which is asked from them and adopt an attitudinal position in opposition to the persuasive intent of the message. However, when provided with an alternative means that is able to fulfil the same goal, people are more likely to change. We demonstrate these principles and review empirical research that has successfully used this strategy in the context of violent extremism.