When external pressures create a need for new professional standards, they also create opportunities for entirely new definitions of individual roles and institutional competencies. This often requires more than just training people on new skills; it requires wholesale transformation of professions, professional standards and even organizational culture. This session will present two cases where this type of professional (re)definition occurred in response to growing pressures to provide new skills and standards in given professions. We will look at the elements that support sustained professional development and culture change that are definable and repeatable in all organizations.