> The business side just can’t help itself. ("We have to market things!" "We need to inform customers about what's coming!" "We have to make promises at conventions!" "That's just the reality!")

Then shortly after:

> Treat [developers] as respected peers, not replaceable cogs in a machine.

Yes, it’s hard to know understand the (oft-maligned) “Business Side” doesn’t bow and genuflect when they enter a room full of programmers.