Nurturing diverse talent in organisations is imperative to maintaining a competitive advantage. Yet, despite burgeoning equality, diversity and inclusion (EDI) research, we still have a poor understanding of how to implement EDI programmes effectively. In this chapter, we critically analyse EDI as a concept, initiative and practice. We present definitions of each element and trace the origins of EDI as an ideology and movement. We analyse why EDI initiatives fail, presenting three distinct but overlapping critical perspectives, which challenge firms to adopt a more authentic approach. Drawing on our analysis, we present three key principles for effective EDI practice, while also pointing to an ongoing need for partnership between scholarship and practice to co-create meaningfully inclusive organisations. Our chapter gives pause for thought to practitioners, who, rather than diving into the latest trends, are directed on developing a value-based strategy that is more likely to meet the core aspirations of the EDI agenda.