Verbing the noun [software development]

Software development seems to be a discipline of artifacts; the developers spend their time producing products and attempting to find ways to measure just how well and how fast they make that product. We get pleasure from the act of creation and from activities that surround the creation process. But as time goes on, we start to lose sight of this. Companies are not interested in the process as much as the product. Managers cannot measure the thought that goes into a specification; they only see the document.