“Reinvention” seems to be a topic of lively discussion in many circles these days and ECE is no exception. For the past several years, the reinvention of the ECE image or brand has been a significant topic as we reconcile our academic traditions with emerging societal and technological realities. Today, in the shadow of modern mechatronics, robotics, and the Internet of Things, control can often seem somewhat parochial if not antiquated. We live in exciting times and there is no reason why a foundational concept like control cannot and should not be exciting. If you substitute the word ‘control’ with ‘ECE’, this statement still holds true. So perhaps a closer look at the challenges and opportunities in control can offer some insight into the larger question.