Software researchers have often been claimed to have had limited impact on industrial practice. For example, the recent innovations in software development processes and methods such as agile and lean methods are coming from the works of seasoned practitioners and consultants. Facebook showed how to execute continuous delivery 10 years ahead of its time. Supecell (Hayday, Clash of Clans, Boom Beach) has turned failing into a success. Their independent product development teams terminate projects the team deems unsuccesful by themselves. Indeed, for a good reason, many argue that science lags behind the industrial practice. Have can we - the scientists - win the battle? This is the central question that will be addressed by the keynote. The presenter presents his personal view on delivering impact on industrial pratice using a number of real-life cases and empirical data. The presenter argues that science is the most powerful tool and it should be used correctly and when this is the case, the industrial practice will be profoundly impacted.