This chapter addresses the challenges of ethical decision-making in software development. Building upon the initial identification of moral issues, it highlights the necessity of ethical deliberation to navigate value conflicts such as usability versus explainability and safety versus autonomy. Drawing on philosophical traditions (Kant, Aristotle, Rawls, Habermas, and Toulmin), it emphasizes the importance of autonomy, practical wisdom (phronesis), and reflective equilibrium in making morally sound judgments. The chapter illustrates that ethical choices cannot be resolved through predetermined rules or purely technical solutions; rather, they require continuous engagement with ambiguity and pluralism. Through participatory processes involving diverse stakeholders, developers can systematically clarify, contextualize, and balance conflicting values. Real-world examples, including avalanche safety apps, underscore how context-sensitive reasoning and stakeholder dialogue enrich ethical decisions. Ultimately, the chapter argues for fostering an organizational and professional culture where ethical deliberation is embedded into everyday practice, empowering teams to actively shape technology toward morally desirable outcomes.