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There is little doubt that technical communications is in crisis.Tech Comm 2.0 is what we have now, the result of a profound change in technical communications doctrine that occurred in the 80s and 90s. What we need now is a new doctrine of technical communications, a Tech Comm 3.0. The old tech comm doctrine is publication-based, but most technical communication taking place today is conversation-based. Not only does this affect the way tech comm should think about mechanical purity, it should also change the way it thinks about project scope.