This paper explores the adoption of the scholarship of teaching and learning (SoTL) by 10 Malaysian university academics. SoTL was part of a pioneering sector-wide initiative for improving teaching and learning. The qualitative study showed that there had been no true learning phase for SoTL because academics had high expectations of rapid success in their new research area, including journal publication. Most of their peers did not understand or value SoTL and so SoTL researchers established minority self-sustaining groups across disciplines and universities. SoTL brought new ways of thinking about teaching that were transformational for the teacher but not necessarily welcomed by the students. Students resisted radical change, and teachers were drawn back to educational practices they no longer valued. SoTL was experienced in a hierarchical educational culture where questioning of self and others was difficult and this hindered teacher development. We conclude with recommendations about realistic expectations and the importance of social learning for those considering SoTL for academic development.