We have to get comfortable explaining the purpose and value of the IA approach. We are more than our deliverables. We have to sell our process. We have to defend our ability to do proper discovery – stakeholder interviews, content audits, user interviews, modeling... We are the gatekeepers that hold off the solutions, the how, until we know the what and who and why. And explaining that can be really difficult! This talk aims to help us all become more comfortable with, and confident in, explaining our value proposition.