While implementers are often blamed, reformers themselves are usually responsible for sub-optimal implementation of educational reform projects. This article shows that the conditions for successful implementation, which are known and accessible, are frequently ignored. The case study concerns a university that is engaged in in-service teacher education reform in Pakistan, focusing on introducing a "learner-centred" approach in schools. The research identified severe shortcomings related to implementation of the new approach, mostly relating to a failure by the teacher-educators to understand and adapt to the actual contexts in which the teachers work. Finally, we suggest reasons why there are so many instances of failed reforms in developing countries. (Contains 3 notes.)