Throughout the history of software testing, the profession has evolved from expectations of just meeting requirements to ensuring fitness of use and overall quality. In this presentation Joseph will discuss the challenges our stakeholders have in understanding our craft, as well as some of the negative perceptions of value. You will see how this situation is driven by our typical methodology agnostic way of testing and how our history has driven what most believe is our purpose. Joseph will lead you through a redefinition of that purpose with advice on how to implement a new mindset. You will discuss embracing a newly defined purpose of software testing, where the emphasis is placed on providing information, not just raw data, to stakeholders. This new intent will transform testing into a service minded group whose value is transparent and ultimately empowered by their stakeholders, instead of just tolerated by them.