Bug fixing? Oh, come on!

SkyscraperDon't take me wrong, but I'm convinced that software engineering is not about fixing bugs. Well, you have to fix bugs sometimes, but you do not have to that always. If you have product with no bugs, you do not have to fix them. All you have to do is build a product in a right way from the very beginning. From the time you've got the "Aha!" idea for a new piece of software. Think it's impossible? Have you ever seen civil engineers fix skyscraper after they've built it? I'm really surprised to see a press-release from INTSPEI entitled "Fix Bugs Early with INTSPEI P-Modeling Framework". If we are doomed to have defects in our software, then, of course, it is better to fix them early. But if we are not?