Spurred to write by our recent article, "A Strategy for Human Factors/Ergonomics as a Discipline and Profession (Reprint)," guest contributor Kieran Duignan offers his thought provoking ideas on why, "... regrettably the strategy paper by Jan Dul and others ... is unlikely to go near to where its authors aspire," because, "their aspirations for the HFE community ... fail to even mention the core challenge facing all forms of business and organisational consulting now, namely building trust with stakeholders." Duignan proposes a macroergonomics approach with a focus on the ergonomics community improving its collective "social intelligence."