Elevator pitch for Enterprise Architecture
5 June 2008
I have been reading Andy Winskill’s blog on his suggested Elevator pitch for Enterprise Architecture – ‘Enterprise Architecture is about the identification and realisation of Competitive Advantage‘.
I think this is an excellent pitch that has the benefit of being concise and focused on the business language of senior executives.
My own elevator pitch is ‘Enterprise Architecture is the bridge between strategy and execution‘.
To expand on this pitch, I usually point people towards the excellent ‘Enterprise Architecture as Strategy‘ book by Jeanne W Ross et al.
I also sometimes describe EA as a realisation of the System 4 (focusing on strategy/future/intelligence) in Stafford Beer’s Viable System Model. Or as a combination of System 4 and System 3 (focusing on audit/control/governance). This doesn’t work so well as an elevator pitch unfortunately as most people are not familiar with Stafford Beer’s work and will just give you a blank pitying look…