Strategy must be derived from a comprehension of external factors as well as internal strength. The Northern Gateway Pipeline is attempting to leverage the ample supply of Albertan oil to satisfy increasing demand in Asian markets. Its challenge; however, is convincing those whose land the pipeline passes through possesses a minimal threat–especially relative to the economic rewards. The company has thus far failed to do so, with First Nations opposition being the most prominent. This circumstance has especial focus on Aboriginal groups because the proposed route crosses through reserve territory. Pipelines, despite transporting oil with a lower risk than alternatives, evoke strong images that develop into a near immutable negative perception.

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This issue also reflects the larger image problem facing traditional energy companies. It is this external difficulty that threatens the greater interests of oil companies, which has motivated them to spend significant amounts on lobbying, and introduce new advertisement campaigns.

The combination of psychological factors, lack of benefit for aboriginals, and genuine danger to ecosystems, makes the likelihood of the project being completed small. Thus, Enbridge should seek to circumvent the opposed jurisdictions with alternative transports, thereby avoiding the external issues, rather than challenging an entrenched position that would be impractical to persuade.