What does a school truly value? The signs are everywhere—from posters posted throughout the hallways to conversations teachers and leaders find themselves in regularly. Building a Culture of Thinking is the aspiration of many schools, yet the journey from good intentions to sustained, deep transformation is fraught with common pitfalls. This plenary session talk draws upon vivid, real-world stories to examine critical challenges that often undermine genuine cultural change. We will explore how to move beyond viewing a Culture of Thinking as a program to "do" and instead cultivate it as a fundamental stance—a shift in collective identity.