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There are some dominant software development processes in technology marketing, one is Agile, and the other is Waterfall. The reason I say marketing is that when people start to think about how custom software actually gets done, they start finding marketing details about the process and methods of software development. They find the Agile/Waterfall debate… through articles, definitions or marketing propaganda. All this information is an easy way to reassure a client that the industry has thought of a solution to the unknown, and communicate competency in the craft. “Yes sir! We have this breakthrough process that has been developed that solves all your problems! It’s called: Agile!”

Software development can be technically complicated. Some things being said around the office are exactly like rocket science, especially when said by people who have a Masters degree in higher mathematics. This arena is a geek’s playground, a place to create powerful tools that can change the world. Their weighty competence can be very frightening, and make the average business owner feel confident, nervous, and out of their depth at the same time.

Custom software development requires a strong team. In fact, few software products exceed quality expectations without a good one. Team dynamics diagrams cover the walls of my office, and I have lectured many a young developer about the “Unreliable Ferrari”. This story is condensed in this question. “What would you rather drive to work; a Ferrari that only starts every so often; or a well-used 1974 Pontiac Firebird that always starts and gets you to work on time every day?”

Without understanding why you do something, it is hard for others to believe how you will get it done. In other words, without an answer to “why” you are seen as a rudderless ship. It is hard to believe you will get where you need to. The “why” is a key element to understanding any company culture, or the values the company has as a collective.