By Jørn Ølmheim and Harald Wesenberg Statoil ASA We were fortunate enough to be able to participate at SATURN 2014. For Jørn, this was his first time at SATURN, while for Harald it was the fourth SATURN conference. As always, we knew that the quality of the conference content is high, and we were looking forward to a fun week with learning new and interesting ideas from other practitioners. In this group of excellent presentations and tutorials there were many that stood out, but to us George Fairbanks' talk on teaching architecture was definitely one of the greatest. Many of the more experienced participants at the conference recognized George's experiences of trying to teach the importance of architecture to the junior team members with varying degree of success, so we were well motivated for a discussion about how this can be done better. Many of us recognize the challenges of motivation and lack of commitment both from your peers and the company to spend time on such activities.