Let's address the plague of complacency that is infecting organizations and individuals in our industry. We cannot evolve without understanding and implementing the new paradigm that is Rugged. Rugged is a call for all software professionals to commit to quality and excellence in everything we do, to commit to an intensely collaborative and transparent approach to teamwork for the benefit of our customers, our end users, and our stakeholders. Anything less than excellent is just failure in disguise. I will step through the ever-growing list of Rugged attributes one-by-one and give specific pragmatic examples of how to embrace the Rugged approach in our every day lives, both personal or professional. This presentation will call people out for being lazy and unprofessional. Too many of us are complacent and creating work that is half-baked and, in doing so, creating more work for ourselves and others. It's time to step up or step aside!