We see a lot of confusion regarding architectural work these days. When? How much? Who? Tons of heated debates and nobody asking the essential question: Why? But without asking Why, all the other questions are futile. Thus, we will start this session by asking: *Why* do we need architectural work? Which problem(s) does it address? After finding some surprising answers, we will move on and ask ourselves: *How* can we do it best? What are the key activities of architectural work? Finally, we will ask ourselves: *When* should we do *what* and *how much*, depending on the given context? After this session, we will have created a lot clearer picture what architectural work actually is about – without the usual fuzz, stripped down to its pure essence.