We try to implement governance to make our content strategies stick, and it doesn’t work. Writers don’t follow our voice guidelines, marketers ignore our message architectures, developers create apps without considering content. We’re doing great content strategy work, so why isn’t it taking hold in our organizations? We’re trying to leapfrog over the hard part: changing culture. Governance can sustain culture but it can’t change it—and the change we need is broader than content strategy, incorporating practices we know little about. Content strategy is just one piece of digital transformation.