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Purpose - This paper sets out to identify key learning principles and practices that promote transformative learning based on [Leadership in International Management's] LIM's action reflection learning (ARL) experience over the past 20 years. Design/methodology/approach - These key learning principles and practices are introduced one at a time, with illustrative stories from LIM's experience. Findings - LIM has discovered that the ARL approach for designing and delivering learning interventions is based on practical common sense theories that work. People's lives are transformed, while measurable and tangible business results are achieved at the same time. This is called earning while learning. Research limitations/implications - Following the writing of this article, Isabel Rimanoczy, a LIM Partner, conducted a research project interviewing learning coaches from LIM and the MiL Institute, LIM's sister organization in Sweden, to identify the key learning principles and elements that they used in designing and delivering learning interventions. Most of the principles cited in this article were identified in her research paper. Practical implications - Practitioners can use these principles and practices as a check-list for their own work as they design and deliver learning/training interventions. Originality/value - These few principles and practices are easy to use and can make a big difference in 'making learning last'.