The article commences with a personal reflection on reflexive sociology’s methodological emergence from the critique of scientific positivism that took place in the late 1960s and early 1970s. These ‘paradigm wars’ reached something of a zenith around the time of the final opus of a key proponent, Alvin Gouldner, in 1979. An uneasy truce was then reached under new conditions of growing economic rationalism. While mainstream academic sociology plunged into the ‘coming crisis’ foretold by Gouldner, a number of its graduates continued to develop reflexive sociology, particularly in non-academic workplaces. Initially called - after Kuhn - the ‘new paradigm’ or ‘critical interpretivism’, it is now known by many names. Most common descriptors wou...