Talk by Łukasz Szydło at wroclove.rb 2018. Follows the fictional team lead 'Guido Instinctive' who struggles to evaluate design beyond gut-feel comments like 'it looks ok' or 'it should be more elegant'. Argues that to evaluate any design you need (1) context — business context, project context, and quality attributes (architecture drivers) — and (2) a precise attribute description. Uses the metaphor of objects as people in a company communicating via the only three kinds of sentences humans can make: questions (queries), orders (commands), and informings (events). Live-codes a progression that decreases coupling between a Director and an IT function through five levels: local method (is-a), local instance (new'd inside), external instance (reference passed in), configurable instance (dependency injection via interface), and notification (declarative event handled by a generic assistant). Concludes that coupling is like gravity — neither good nor bad, situational (high within DDD aggregates, loose between microservices) — and that better design starts with learning to describe design precisely, not with instinct.