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Explore the importance of software design in modern development practices through this insightful conference talk. Delve into the balance between agile methodologies and upfront architectural planning, challenging the notion that design can be entirely emergent. Learn how to create a sufficient starting point for projects without reverting to overly rigid processes. Discover techniques for effective software design, including documentation, diagramming, and modeling, that can help teams communicate solutions clearly, avoid costly rework, and scale more efficiently. Gain valuable insights from Simon Brown, an independent consultant specializing in software architecture and creator of the C4 model for visualizing software architecture, as he advocates for reintroducing thoughtful design practices to enhance team productivity and software quality.