Finance directors. The time participants had spent in executive roles varied from a few months to 27 years; all except one had attended Schwartz Rounds and most had attended more than once. We conducted qualitative, semi-structured interviews face-to-face or by telephone; these were transcribed and the results anonymised, before the data was sent to be analysed thematically. Findings Most senior leaders made a point of attending Schwartz Rounds – either as participants or as panellists who share their story – to: Show their support; Set an example or role model. Several described their attendance as sending a message to the organisation that Schwartz Rounds were important and valued by the senior team, and that members of staff were being listened to. Some of their comments are used in the following discussion.