Why should anybody ever write a custom app? In a world full of packaged software, why not just buy everything you need? The answer is that custom applications let an organization differentiate itself, and so building the right applications is one of the best ways to create competitive advantage. In this session, David Chappell gives a perspective on the relationship between custom development and business strategy, examines software development as a business process, and looks at how the software development process affects other business processes. The goal is to help make clear, especially for decision makers, the value of custom development.