TDD done well isn’t just about eating your vegetables or being professional or programmer job satisfaction by writing elegant code. While I care about those things, my clients don’t and shouldn’t have to. I teach and advocate for TDD (and in particular relentless microtesting) as a way to help organisations save themselves from themselves. Diligent TDD practitioners not only smooth out the cost of new features, but they help stop their organisations from making the same old, tired mistakes that have most of the world distrust Agile Transitions and Agile Coaches. I’ll describe how effective TDD practice contributes to improving the effectiveness of testers, product owners, operations/deployment, and even marketing and sales. Moreover, it helps extend the valuable lifetime of the system. I intend to show you why technical excellence is not just some ivory tower nonsense, but rather a thoroughly practical way to improve the profitability of your projects.