Smaller Web development companies and Start-ups have a difficult time separating job specifications and actual work. Their lack of understanding of the software development process usually leads to recruiting the wrong person or giving internal promotions to the wrong persons.  These people, many of whom have never worked in or for a very large organization typically have no idea of which roles their personnel are competent to handle. They always seem to think that anyone given or taking the title "senior programmer" means they can do everything with and within a particular technology or software. Even worse they confuse the architects role with that of senior programmer.  So what qualities and skills does an architect have and programmers or developers need to have to become competent architects? And why is it so confusing to know which role is needed?

Start-ups and small businesses can't seem to find and keep good programmers and developers. It's because they aren't truthful to themselves or potential job candidates when looking. Truth in advertising will always get you the best results. Doing anything else simply does not work for long term investment in personnel. Your conference room and work areas will turn into revolving doors.