One of the key lessons that Huggy Rao and I learned from studying scaling up excellence is that, to spread new ways of thinking and acting, just talking about the importance of new beliefs and behaviors isn’t enough. You need to live the mindset that you aim to instill in others. This is especially important for senior executives because – since the people they lead watch their every move so closely – if they say they believe in something, but act in ways that clash with such beliefs, people quickly conclude that it is just hot air.