Senior leaders communicating specific behaviours will lead transformational change. With this in mind, over the past year Livestock Improvement Corporation Ltd have made a concerted effort to turn the transformational business processes into “business as usual”. A campaign was designed to embed key transformational behaviours – known as Step Up Behaviours – into everyday business. The senior leadership team led this initiative by running sessions that refreshed these Step Up Behaviours, modelled them in practice, then maintained engagement by leveraging desktop messaging to communicate key language and practices.