The Santa Clara Valley Water District began developing an Asset Management Program in 2002. While the program has been successful, getting the asset management culture established at the District has been the hardest part of the program. This paper discusses some of the challenges that have included the need to standardize terminology, the need to adhere to annual maintenance plans, clarifying decision making, and the on-going need to communicate with staff and stakeholders. Progress is being made and some of the lessons learned may be helpful to other agencies. Includes figures.