Why don’t people write specifications? Well, why should they? Programmers have no more reason to believe us than they do any of the 10,000 movements that promised to help and miserably failed. Many programmers believe two things about specification: it is hard, and it is useless. These are not myths we can undo overnight. But addressing them is profoundly important for convincing people to bother learning TLA+. This talk will cover some of the challenges seen in both advocating and teaching TLA+, and the techniques we can use to overcome them.