The article of record as published may be found at http://dx.doi.org/10.1145/763917.763918 Peter J. Denning discusses an usual claim, that engineers need to embody a value dimension, in which they are able to listen to customers, craft offers of value to them, and deliver. The discipline, Value Dynamics, cannot be taught by training the mind. It is taught through immersion, practice, and coaching. Engineers who teach Value Dynamics must already have the value skills. Without this, engineers will be technicians only and not leader-professionals.