kind of message pattern you want to use (e.g. events, documents, commands) • Make the choice transparent, e.g. in the topic and record name. • Follow a consistent pattern for constructing the schema • Use consistent schema upgrade policy • FORWARD(_TRANSITIVE) is a good fit for ”event” and “document” topics, the producer owns the schema • BACKWARD(_TRANSITIVE) is a good fit for ”command” topics, the consumer owns the schema Make the message intent clear