This document discusses motivating teachers to want professional development. It notes that the best professional development is personalized, classroom-embedded, collaborative, and focused on student needs. Traditional one-size-fits-all models are ineffective. Effective professional development is chosen by teachers based on their interests and classroom evidence. It involves goals, practice, feedback and reflection. Motivating factors include choice, recognition, incentives and making it manageable for teachers' schedules. The goal is ongoing, collaborative learning that improves outcomes for students.