Companies today invest significant money and time to convert, transform, and adopt standards that meet societal expectations for sustainability. Such expectations can be very demanding for small- and medium-sized enterprises (SMEs). The purpose of this study is to understand learning and learning processes in defined temporary projects in which advisors aim to contribute to SME transitions toward sustainability. To fulfill this purpose, we conducted a qualitative study with semi-structured interviews. The result of the study shows that projects delimited in time may risk missing out on higher-level learning and may only reach primary, lower levels of learning (i.e., adaptive learning). The study shows that advisors for projects tend to be path dependent and to revise past models and experiences rather than planning for a full learning transition process. The latter has affected implementation in small- and medium-sized enterprises.