When change is most needed, even purpose-driven leaders with the best intentions can often choose self-preservation over purpose. This talk unpacks why 90% of change efforts fail—not because leaders don’t care, but because ego, identity, and fear quietly override purpose in critical moments. Drawing from decades of her original research and behind-closed-doors work with executive teams, Dr. Tiffany Brandreth reveals the hidden dynamics that cause well-intentioned leaders to abandon the very mission they set out to champion. Dr. Tiffany Brandreth is an Organizational Psychologist and Transformation Consultant. Through NDA-bound partnerships, she works privately with C-suite teams to uncover the power dynamics, trust gaps, and behavioral patterns that quietly shape culture, decision-making, and performance. Her research uncovered why 90% of culture change efforts fail, leading to the development of the Transformation Formula - now used by senior teams to restore trust, revolutionize culture, and drive lasting change. Her mission is to turn the 10% of Transformative Leaders into the new standard—leaders who lead with truth, act on principles that serve purpose, and leave a lasting impact. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx