Chapter 7 talks about "accelerating cultural change" by playing offense, not defense. This section includes some sweeping claims of major improvements by adopting their proposals, but offers no supporting studies (even as footnotes).
Although counter-intuitive, they propose that transitioning to a new process or tool on a high-profile project is better than easing into it. Their rationale is that the people assigned to work on high-profile projects are typically the better performers already, and if you get their buy-in, they will make the change work because of their dedication. The trick is getting the buy-in in the first place, of course.