Systematic software reuse is the most effective way to software development. Many organizations adopt object technology expecting significant reuse. Without an explicit reuse process, they will not succeed. Companies succeeding with reuse find that architecture, process, organization, culture, management and other non-technical factors are usually more critical than technology. This talk describes HP's software reuse practice and adoption experience, and a new systematic approach to component-based software engineering based on object-oriented business and system modeling.