The old “business” versus “IT” divide is a classic organizational headache. It just leads to bad communication, missed requirements, and products that don’t hit the mark. Agile’s fourth principle tackles this head-on: get business stakeholders and development teams working side-by-side, constantly. This isn’t about some weekly chat or the occasional check-in; it means daily interaction, shared understanding, and everyone pulling towards the same goal.

When business people and developers truly collaborate, those old barriers crumble. Developers quickly grasp the “why” behind features, not just the “what,” understanding user needs. Business stakeholders, in turn, get a realistic picture of what’s technically possible and what the limitations are. This lets everyone make smarter decisions and adjust course proactively. This constant back-and-forth builds shared ownership. It transforms a potentially adversarial relationship into a real partnership, leading to better solutions and a tighter, more productive environment for everyone.

So, what can you do about it? Get developers into sales calls. If you’re a developer, shadow a sales team! Get real feedback about how the software lands with customers. Don’t just wait for a Project Manager to deliver instructions. Find out what your software does to bring value and put yourself in those spots. Be proactive and become a vital part of the company.