This does give those people who want to change software engineering some pointers on how to do it. Firstly, overshoot, because everybody’s going to meet you a short way along the path. Secondly, don’t only talk up the benefits of your proposed change, but the similarities with what people already do, to reduce the size of the gap. Thirdly, make sure that the likely partial adoptions of the change are improvements over the status quo ante. Fourthly, don’t get too attached to the words you use and your choice of their meanings: they mean just what anybody chooses them to mean—no more and no less.