I agree. The reality is that they are being treated as goals by most of management in the industry who are aware of them. Their use over the last few years has been spreading but the understanding of what they mean and how to apply them contextually has not. Several of us are working on fixing that. It will take years for Nicole's new work to reach the intended audience and all of us who understand need to shout loudly about it to accelerate that. It is validating though to see leading indicators some of us have been pushing as more important to be codified this way. I always thank Nicole for Accelerate when I see her because the "Expert as a Service" effect (someone outside the org is always smarter than someone inside) made it much easier to change minds. This new publication will also help us elevate the industry.