Purpose: This paper aims to discuss why there is often a gulf of difference between policy rhetoric and reality. In particular, the paper seeks to explore issues with the policy rhetoric, implementation process and the lens through which reality is perceived, explaining why these issues can open up a policy rhetoric-reality gap. This article also suggests a simple matrix framework to analyse a rhetoric-reality gap. Design/methodology/approach: This paper is a reflection on, and analysis of, the issue of the difference between policy rhetoric and reality. The framework of analysis involves: issues with policy rhetoric; issues with the implementation process; issues with examining reality. Findings: Although policy rhetoric always has laudable aims, the underlying dynamics of change and interaction among the various actors at different levels of the system often means that the rhetoric may be compromised in reality. However, it is also possible that even when implementation reality may not correspond closely to policy rhetoric, the adaptation of the policy allows for a better fit with the local context while allowing the policy rhetoric to retain its evocative values for an ideal state of affairs. Practical implications: Policy rhetoric-reality is not always "evil" and this gap can be systematically investigated. Originality/value: This paper provides an explanation of the policy rhetoric-reality gap and suggests a simple matrix framework to analyse such a gap. (Contains 1 figure.)