Too often, we encounter the idea that software architecture is an esoteric concept, which only the chosen ones are allowed to discuss at the right time. Well, how about a bit of a change of perspective? With software development and users' needs evolving so fast, we don’t afford the luxury of rewriting systems from scratch just because teams fail to understand what they are building. Today’s software developers are tomorrow's architects. We must challenge them to step away from the IDE and understand how the architecture evolves to create a common and stable ground regarding quality, performance, reliability, and scalability. At the same time, software architects must step away from abstractions and stay updated on the project development reality. This session revolves around finding the right ways of intertwining up-front architecture, API design & coding while maintaining a continuous focus on architecture evolution.