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This week\u2019s Software Process and Measurement Cast includes two columns.\xa0 The first is our essay on software measurement. When we measure we are sending an explicit message about what is important to the organization, and therefore sending an explicit signal about how we expect people to act. Remember the old adage, \u201cyou get what you measure.\u201d\nOur second column this week is from Gene Hughson and his Form Follows Function blog. In this installment Gene throws down the gauntlet to ask the questions, \u201cWho needs architects?\u201d\nCall to Action!\nFor the remainder of September let\u2019s try something a little different.\xa0 Forget about iTunes reviews, and tell a friend or a coworker about the Software Process and Measurement Cast. Let\u2019s use word of mouth will help grow the audience for the podcast.\xa0 After all the SPaMCAST provides you with value, why keep it yourself?!\nRe-Read Saturday News\nRemember that the Re-Read Saturday of is in full swing.\xa0 This week we tackle the essay titled \u201cSharp Tools\u201d! Check out the new installment at .\n\xa0\nUpcoming Events\nAgile Development Conference EastNovember 8-13, 2015Orlando, Florida\nI will be speaking on November 12th on the topic of Agile Risk. Let me know if you are going and we will have a SPaMCAST Meetup.\nAgile Philly - AgileTour 2015October 5, 2015\nI will be speaking on Agile Risk Management\n\xa0More conferences next week, including Agile DC!\nNext SPaMCAST\nThe next Software Process and Measurement Cast features our interview with Chris Nurre.\xa0 Chris is a developer and Agile Coach extraordinaire. We explored the role of a coach from the point of view of someone that is actively involved in changing the world, one team at a time.\nShameless Ad for my book!\n co-authored by Murali Chematuri and myself and published by J. Ross Publishing. We have received unsolicited reviews like the following: \u201cThis book will prove that software projects should not be a tedious process, neither for you or your team.\u201d Support SPaMCAST by buying the book nglish and Chinese.