Health policy in much of the developed world is concerned with assessing and improving the quality of health care. But how are quality improvements to be wrought in such a complex system as health care? A recent issue of Quality in Health Care was devoted to considerations of organizational change in health care, calling it “the key to quality improvement”.In discussing how such change can be managed, and articles that cultural change needs to be wrought alongside structural reorganization and systems reform to bring about “a culture in which excellence can flourish”. A review of policy changes over the past two decades shows that these appeals for cultural change are not new but have appeared in various guises. However, talk of “culture” and “culture change” begs some difficult questions about the nature of the underlying substrate to which change programs are applied.