Implementation links purpose to outcome. Our model of implementation effectiveness centers on learning – learning-before-doing (preparation) and learning-in-action (adaptation and change catalysis). We explain both the degree of implementation and its impact on various measures of performance (subjective and objective) and test our proposed model on a large, multi-industry sample in the context of implementing the ISO 9000 quality standard. We find that learning-before-doing, an important means for bridging the adoption–implementation gap, is a necessary but not sufficient condition for realizing the benefits of a planned change. To fully bridge the implementation–performance gap, both aspects of learning-in-action – adaptation and change catalysis – must accompany implementation.