Patrick's essay covered a lot of ground. It expanded on its title by explaining what companies value. The essay as a whole did not seem focused on job titles. The essay title did focus on job titles.

I see a wonderfully self-referential thing happening when people focus on the title of the essay. Maybe people do focus more on titles than they should -- both essay titles and job titles. Maybe job titles are as important as essay titles and email subject lines.

Patrick's essay was adaptibly engineered. If titles are what get through to people, the essay title will convey what's imprtant. Otherwise, the essay body will convey what's important.