Both inside Shell and in the wider industry it is becoming clear that a solidly implemented HSE management system is an essential basis for good HSE performance, BUT that outstanding HSE performance CAN ONLY be achieved if the "culture" is right. The Hearts & Minds culture programme was developed by Shell in 2002, based on research with Manchester, Leiden and Aberdeen universities since 1986, and is being successfully applied around the world. The programme uses a range of tools and techniques to help the organisation involve all staff in managing Health, Safety and Environment as an integral part of their business. This is somthing the aviation industry should do more of.