Increasing the productivity of knowledge work and of the knowledge worker are the factors that will make people, teams, and companies lead during the 21st century. For software folks, understanding productivity starts with an understanding of what software really is, and what a person actually does to create software. Listen to Steven Teleki challenge your basic assumptions about how software work is done today, and leave with a better understanding of some factors that limit your software development success. The questions that he brings up will help you discover specific changes that you can implement in your own work. You will leave feeling compelled to take action to stand out from the crowd, and become a leader in the software business.