This paper investigates the challenges of disseminating results from a Strategic Innovation Programme (SIP) in the Swedish built environment sector. The study takes on a technological niche perspective and combines document analysis, semi-structured interviews, and focus group interviews to increase the understanding of what might hamper sector-wide dissemination of results from SIPs. Analyzing the dissemination practices from a technological niche perspective, it is shown how the dissemination of results is dependent on two 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 (which is anchored in the socio-technical regime) further inhibits or enables dissemination. It is concluded that ensuring these preconditions and strengthening the alignment is critical to improving sector-wide dissemination. However, an inherent dilemma must be dealt with in terms of not necessarily prioritizing dissemination at the expense of norm-challenging ideas. Given that the overarching goal of technological niches is to achieve socio-technical change, merely promoting incremental (norm-aligned) change – or “lame ducks”— is not enough.