Many of us are now using agile. We work more closely with our clients, develop our products iteratively, and are self-organising. However many times we still find ourselves struggling with issues such as getting to market on time. Where did we go wrong? In this talk, we point out that simply adopting agile practices such as iterative development, regular showcases, retrospectives, and the use of story walls - without a cultural shift does not resolve most of the challenges previously encountered while developing software.