Lúcio Ferrão talks about making the software appealing to the business by using a visual language and an integrated environment supporting the entire life cycle of application development.
Business users doing programming? Simonyi and Kolk presents how Intentional Software offers a radical new software approach that separates business knowledge from software engineering knowledge.
Jay Fields presents his concept of Business Natural Languages - a type of Domain Specific Languages geared towards being readable by domain experts.
The presentation shows how to involve on-site customers in the evolution of their DSL syntax and how it leads to higher-quality, more correct software.