"Software is the most prevalent of all the instruments used in modern science" [Goble 2014]. Scientific software is not just widely used [SSI 2014] but also widely developed. Yet much of it is developed by researchers who have little understanding of even the basics of modern software development with the knock-on effects to their productivity, and the reliability, readability and reproducibility of their software [Nature Biotechnology]. Many are long-tail researchers working in small groups – even Big Science operations like the SKA are operationally undertaken by individuals collectively. Technological development in software is more like a cliff-face than a ladder – there are many routes to the top, to a solution.