If you keep saying “the business” like it’s something separate from engineering, you’re reinforcing the very silos you’re trying to fix.
The business needs this by Q4.
IT needs to support the business better.
Let’s get stakeholder sign-off before engineering starts.
Harmless on the surface, right?
But every time we say “the business” like it’s not us, we’re drawing a line. And that line quietly tells engineers, you’re here to serve, not shape.
The Language That Builds Silos
We’ve created a script that keeps engineering outside the strategy room.
Let’s break it down:
The Handoff Frame
We’re gathering requirements.
We’ll translate needs into specs.
We need sign-off to begin.
This frames product like a factory line, business thinks, engineering executes.
But that’s not how great work happens.
The Vendor Mindset
IT will deliver for the business.
Engineering resources are being allocated.
This turns engineering into a service desk. Waiting for instructions instead of shaping the solution.
The Translation Myth
We need to bridge the gap.
Let’s translate this into business language.
If you need a translator, it’s already broken.
Great teams speak a shared language. Outcomes, constraints, customers.
What This Language Actually Does
It rewires behavior.
Engineers start thinking:
- Just tell me what to build.
- Strategy’s not my job.
Business leaders start thinking:
- I define the what, they figure out the how.
And that’s how you end up with turf wars, mismatched priorities, and roadmap ping-pong.
When Language Shifts, So Does Culture
I saw this firsthand with a team that constantly butted heads. Product pushed hard for features; engineering pushed back. Everyone was capable, the problem was a lack of alignment on what they were actually solving.
Then a VP reframed the conversation:
Let’s stop asking what the business wants. Let’s talk about what our customers need and what tradeoffs we’re willing to make.
That one shift changed everything. The tension gave way to real problem-solving, engineers leaned in, and the roadmap got sharper. Fast.
What Happens If You Don’t Fix This?
You get:
- Strategy disconnected from delivery
- Teams optimizing for different outcomes
- Progress that feels like swimming through glue
But orgs that do fix it?
- Move faster
- Make smarter bets
- Build cultures where everyone owns the outcome
Try These Swaps
Small language shifts can lead to big mindset shifts:
| Instead of... | Say... |
|---|---|
| "The business wants this feature" | "Our customers need this capability" |
| "IT supports business goals" | "We're working toward our shared goals" |
| "Requirements gathering" | "Understanding the problem" |
| "Business sign-off" | "Team alignment" |
| "Engineering resources" | "Our engineers" or "Our capacity" |
The Bottom Line
If you work in tech and still say “the business” like it’s something separate from you?
It’s time to stop.
Engineering is the business.
Always has been.
It’s time we talked like it.