The leadership of Dutch housing corporations is subject of a professional and public discussion. Fiascos with goa;-displaced projects and activities, integrity violations, and prosecuted cases of fraud have been attributed to the CEO's of approximately 30 housingcorporations. Among them former focal actors in the institutional field of the sector. A association of larger housingcorporations has invited two scholars to reflect on possibilities for a reform of the leadership of the housing corporations. Part of the reform is a change in attitute to actors in their environment. Modesty and a preparedness to interact without striving for dominance are aspects of the new attitute. Not only benevolence, also ability and integrity have to be showed to thje public in order to regain public credibility.