The role of a clinical champion in a wound care project was examined in terms of an emancipatory processes framework. During the project the role changed significantly, as the needs of the project changed. In the early phase of the project, the clinical champion's role was that of team leader. During the middle phase of the project, the clinical champion's role changed to health services advocate and coach. During the final phase of the project, the clinical champion's role changed again, to that of salesperson and academic. Experience with the clinical issue being addressed by the new service, and clear motivation to complete the project, thereby seeing the new service established, allowed the clinical champion to motivate the team to overcome the difficulties in the change process.