Across a point counterpoint interpretation, we argue that Ellul's thesis of the technological society is perhaps not as deterministic or fatalistic as some of his critics may claim. At once, divergent and similar to Touraine's more optimistic message of the transformative subject, Ellul proposes a dialectical approach, which in many ways reminds us of Weick's own call towards mindfulness. It is a way forward for mankind that is far from easy: one that involves self-critique, humility and overcoming our passions of greed, coercive power as well as our fear of authentic freedom. (C) 2012 Elsevier Ltd. All rights reserved.