The question facing applied philosophers was how to respond to societal demands for relevance. But it never occurred to them that answering this challenge should raise questions about their institutional housing and the kind of hard work that needed to be done. Doing applied philosophy, they thought, meant that they only had to talk about different things. Instead, they needed to talk in different ways to different people in different locations –to change the medium, not just the message. They needed to do more than just talk. They needed to make philosophy into a practice.