Software developers are not just builders of features. We are creators whose work deserves to be understood, valued, and championed. Yet because software is largely invisible, communicating its impact is often harder than creating it. How, then, do we make the value of our work unmistakable?

In this session, Stefan Priebsch examines the often-neglected skill of conveying value in a world where technical excellence alone no longer guarantees recognition. Through candid insights, real-world stories, and practical communication techniques, this talk reframes selling not as manipulation but as translation: the art of turning technical achievements into outcomes that matter to customers, colleagues, and decision-makers.

Attendees will learn how to present their work in language that resonates with stakeholders, advocate effectively for their teams, and position themselves as trusted experts rather than invisible implementers. Whether you’re negotiating priorities, arguing for architectural investment, or promoting your next big idea, you’ll leave equipped with the confidence and tools to make your work seen, understood, and appreciated.