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This paper considers how issue sellers advance new issues within an organization over time, and how they gain competence at doing so. Using ethnographic, archival, and interview data spanning a six-year period, it describes the moves made by members of a high-tech manufacturer to introduce environmental considerations into the design of new manufacturing processes. A significant shift occurred in the pattern of moves used over time, and explanations for the shift are found in two accompanying dynamics: The gradual accumulation of assets by the group advancing the issues and their adjustment of moves used based on earlier experiences. The findings are used to develop a model of issue selling as resourcing; that is, a practical accomplishment through which issue sellers’ moves enact key schemas held by issue recipients, triggering their attention and action on the issue. Issue selling as resourcing …