Staff attitudes and beliefs are an underestimated and under-researched area of tissue viability practice (TVP). It is time for colleagues to consider the fact that TVP is interpreted and delivered by people. We must understand that the context of TVP is one of vested interests, motives, preferences, values, beliefs, attitudes, personality, and so forth. Given that resources are scarce in both emotional and financial terms, all the factors just listed must compete for space with other health concerns. Furthermore, people who are not specifically interested in TVP think of it in a simplistic way, and their approach will affect care adversely. There is research-based evidence to support these assertions (as summarised below). Therefore, it is in everyone’s interest to put more effort into explaining the human context in which wound care is done