Though the phrase "Islamic Revolution" is commonly associated with the 1979 Iranian Revolution, (or General Zia's Islamisation), Maududi coined and popularized it in the 1940s. The process Maududi envisioned—changing the hearts and minds of individuals from the top of society downward through an educational process or "da'wah"—was very different than what happened in Iran, or under Zia ul-Haq. Maududi talked of Islam being "a revolutionary ideology and a revolutionary practice which aims at destroying the social order of the world totally and rebuilding it from scratch", but opposed sudden change, violent or unconstitutional action, and was uninterested in grassroots organizing or socio-economic changes.