It is not possible to discuss ideology without some reference to the closely related problems of means and ends. As we consider our existing social establishment, in the light of unceasing social change, we must deal with goals or objectives, with practicable modifications of social form and function and with the way in which changes can be, might be, will be brought about. One fact is obvious. Whether social change is major or minor, local or general, it shifts the social balance. Any shift in the social balance involves reactionaries, conservatives, liberals, radicals, some of whom will gain, while others will lose in the course of each social transformation. All will be concerned and involved. Since political change involves some alteration in the balance of social forces, it behooves those who advocate and those who oppose social change to maximize acceptance and minimize opposition in order to take advantage of the gains and cut down the losses incident to all change. For present purposes we wish to make seven notes about means and ends. 1. _Opportunists_ propose to act now and win what they can today. Never mind about tomorrow with its sequences and consequences of today's action. Sufficient for the day is the evil thereof. 2. _Pragmatists_ believe in serving their own interests, on the theory that whatever serves personal interests must have first priority. "What is good for me/us is good for the universe". 3. _Experimentalists_ are prepared to try out any suggestion which promises to achieve the desired goals. Singly and in working teams they test and try out, seeking the most effective means of reaching desired ends. 4. _Innovators_ formulate projects and test out results, checking and rechecking as they search for more effective means of achieving results. 5. _Radicals_ seek out the roots, digging, sifting, classifying, assembling their findings, announcing their conclusions and working to apply them in theory and practice to the structure and function of their communities. 6. _Revolutionists_ are in a hurry. Disillusioned with the past and the present they seek by "direct action" to create a new social order, out of whole cloth, quickly, here and now. Never mind the means, get results! 7. _Totalists_ have the whole truth, attained through reasoning, experimentation, revelation. Having learned the truth, they dedicate their energies to the propagation of the faith. Where they encounter opposition they counter it and, if necessary, annihilate it with its originators and advocates.