Presented at LAST (Lean Agile Systems Thinking) Conference Melbourne 2016. “You don’t add value, the Operators are the only ones who add value,” was a statement said to me as an Engineer while launching a commercial airplane into production. We often compare software development to Lean manufacturing. Lean is about maximising value, but what about us who don’t code? This presentation touches on the perception change that I went through, exploring non-value added work and how this influences work in software development today, from cloud to mobile. This topic aimed at those in digital who don’t code, and that software development more than just coding.