Government sponsored Research, Development, and Innovation (RDI) initiatives have lately become a common way to foster industry transformation. We report on a so-called Strategic Innovation Programme (SIP) in the Swedish built environment sector which constitute such an initiative. More precisely, we investigate the process of disseminating results from the initiative, and the inherent challenges thereof. The purpose is to increase the understanding of how to enable sector-wide dissemination of results from SIPs. The studied programme is backed by three state research agencies and corresponds to an investment of a total of 60 million euros (600 million SEK) over 12 years. The programme builds on a collaboration-oriented model where actors in the sector jointly identify, plan, and undertake RDI-efforts, with an overarching goal to find “… solutions to global social challenges and increase Sweden’s competitiveness”. Based on a combination of document analysis, semi-structured interviews, and focus group interviews, the challenges of reaching beyond involved actors with RDI-results are analysed and discussed. The article show how dissemination of RDI-results is dependent on two essential preconditions (ambition and capacity), and how clarity of target group(s) in combination with the alignment between RDI-logic and the target group’s frame of reference, inhibits or enables dissemination of results. The article ends with a discussion on an inherent paradox identified in the quest of simultaneously trying to maximize successful dissemination of results and support sector-wide transformation.