Every organization wants to make its developers more effective. But what does “effective” mean, in the context of engineering? Are individuals different from organizations?   What can (and should) we do in order to make our engineers more effective? Since it was founded, Twitter has had to scale quickly and effectively, and has seen a large number of effective and ineffective engineering practices. In this talk, Peter Seibel describes the techniques that he has observed and implemented while managing teams of engineers at Twitter, and suggests ways in which we can try to make ourselves (and our teams’) work more effective.