In this paper, I examine Max Deutsch’s dilemma for the implementation of newly engineered concepts. In the debate over this dilemma, the goal of conceptual engineering tends to be set either too high or too low. As a result, implementation tends to be seen as either very unlikely to succeed or too easily achievable. This paper aims to offer a way out of this dilemma. I argue that the success conditions for implementation can be better understood if we distinguish between (...) different stages in the implementation process. Implementation is a complex process involving several stages, each of which can be evaluated as a success or a failure. I argue that even if an implementation does not reach the final stage in which a new concept is widely used in the society at large, it may not be a complete failure: conceptual engineers may not even aim for a new concept to be widely used in the society at large; or even if they do and a new concept only circulates in a smaller subgroup, this can still be a significant achievement. The upshot is that we should take more seriously the possibility that conceptual engineering can be implemented locally at the subgroup level. (shrink)