Start the discussion. Encourage those around you to consider why and how they are using MTBF.
At one point, someone noticed I was pretty adamant around this topic and after mentioning it was my personal mission or I was mounting a campaign to get rid of MTBF, they suggested creating campaign buttons. Those buttons have now evolved into a full fledge store. Get your t-shirs, jackets, earrings, coffee mug and of course buttons at the CafePress NoMTBF store.
The NoMTBF campaign outfitters
