This paper examines the implementation of British Council English language teaching projects at Chinese universities. The study argues that the key to successful cross-cultural communication is an informed appreciation of the perception gap that separates donor and recipient. Cultural sensitivity and the use of a culturally appropriate methodology are of fundamental importance in educational development projects. The study argues that a local willingness to promote change is the key to sustainability of innovation. Rather than a focus on the transfer of technical skills in classrooms, the successful long-term impact of development projects depends upon professional empowerment and emancipation for the teachers.