What are the secrets to publishing qualitative papers? We have no idea but does – after all he is one of the most prolific and impactful scholars on technology and organizing of our time. We grab the opportunity and ask him for his secret tricks. Together, we reflect on fancy words, detailed method descriptions, obligatory Glaser and Strauss citations, and how many books you really need to read before doing an inductive study. As usual, the references to readings we mention are listed on .