Software architecture is not just about making technical decisions - it’s about selling those decisions to stakeholders. Architects operate at the intersection of business and technology, influencing executives, product teams, and developers. Even the best architecture is meaningless if it isn’t understood, supported, and funded.

My talk explores how architects can effectively communicate trade-offs, justify decisions, and align architecture with business value. You’ll learn how to translate technical choices into business impact, handle resistance, and become an influential decision-maker.

Through real-world case studies and practical techniques, I'll try to answer the questions of who your customers are and how to speak the language of the business. I'll discuss influence and persuasion to gain buy-in for your architecture and will share several practical techniques for achieving your goals.