All developers have felt the frustration of solid technical ideas and best practices being shot down by management. Why is it that a choice that is so clearly the "right" one fails to gain traction? Why is there a gulf between developers and business-side people? What can developers do to make a business case that justifies and sells new methodologies, better tools, refactoring, unit testing and other great technical ideas? Can a framework be created that describes these positive changes in "BusinessThink" - and makes them easier to sell?