Featuring Heather Yerrid, PCC
Founder & CEO, Selfcessful®
Sept. 29, 2026
4:00–5:30 PM
Louisville Thoroughbred Society
What companies often call “resistance to AI” may actually be something deeper: identity threat. When AI begins taking over the work someone built their reputation around, avoiding the technology can become a way of protecting their professional identity.
Heather Yerrid will explore why even fully trained employees may resist AI adoption, why more training alone can sometimes make the problem worse, and what leaders can do differently. Attendees will learn how to recognize identity threat within their teams and how to give people greater ownership, decision-making authority, and value as AI changes the work they perform.
Bio
Heather Yerrid, PCC, is the founder and CEO of Selfcessful®, a practice combining fractional organizational design and elite performance coaching for companies facing change and scale. Her premise: leadership begins with the self, then others. She coaches leaders on their thinking before she touches how they operate. Fifteen-plus years of getting people who don't see eye to eye to work together instead of around each other has contributed to eight-figure revenue gains for her clients. As a Forbes contributor, she writes on behavior, identity, and organizational change. She holds a Bachelor of Science from West Virginia University and is certified in Applied Positive Psychology.
Featuring Heather Yerrid, PCC
Founder & CEO, Selfcessful®
Sept. 29, 2026
4:00–5:30 PM
Louisville Thoroughbred Society
What companies often call “resistance to AI” may actually be something deeper: identity threat. When AI begins taking over the work someone built their reputation around, avoiding the technology can become a way of protecting their professional identity.
Heather Yerrid will explore why even fully trained employees may resist AI adoption, why more training alone can sometimes make the problem worse, and what leaders can do differently. Attendees will learn how to recognize identity threat within their teams and how to give people greater ownership, decision-making authority, and value as AI changes the work they perform.
Bio
Heather Yerrid, PCC, is the founder and CEO of Selfcessful®, a practice combining fractional organizational design and elite performance coaching for companies facing change and scale. Her premise: leadership begins with the self, then others. She coaches leaders on their thinking before she touches how they operate. Fifteen-plus years of getting people who don't see eye to eye to work together instead of around each other has contributed to eight-figure revenue gains for her clients. As a Forbes contributor, she writes on behavior, identity, and organizational change. She holds a Bachelor of Science from West Virginia University and is certified in Applied Positive Psychology.
