It is an incontrovertible fact that patients routinely receive suboptimal care in ICUs around the U.S., internationally, and sometimes even within our own hospitals. Yet physicians demonstrate wide variation in care and are often slow to align practice patterns with guidelines. In our session, experts in behavioral psychology, implementation science, and critical care will define what is known about behavior change, offer several examples of durable clinical practices that have refused to change despite compelling evidence, and offer new insights into strategies for improvement of use to all clinicians interested in affecting change.