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BA and Beyond 18 - Robin Smets - Putting why back into the BA's perspectives

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Do companies overlook the long-term added value of having BA’s present in the strategical and tactical levels? The BA role should also be about exploring and recommending solutions, rather than only executing detailed analysis on (sometimes) sub-optimal decisions. In the Belgium market, people with the title ‘BA’ generally work as requirements engineers or functional analysts. How can we help to position the BA where they are able to generate better value?

By asking ‘Why’ on strategical, tactical and operational level, BA’s are able to focus on delivering the real value sought by stakeholders. When linking the ‘why’ across those levels, we can leverage affective organizational commitment and generate better outcome in a more efficient and durable way.

Learn how asking why can be a catalyst for demonstrating to organizations why BA’s are of value during the decision-making process.

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BA and Beyond 18 - Robin Smets - Putting why back into the BA's perspectives

  1. 1. Helping organizations make better decisions by putting “why” (back) into the BA’s perspectives
  2. 2. Robin Smets Business Consultant Competence Centre Leader Contraste Europe § Contraste Europe Group ▪ + 430 of the best colleagues ▪ Advisory, Solutions, Applications, Infrastructure § Professional ▪ Banking, Finance, HR, Insurance ▪ International & multicultural environment, complex integrations ▪ BCS, ASF, PSM I, PSPO I, AgilePM, Prince2 F., SAFe CA § Personalia ▪ Married ▪ Foodie ▪ Clubs: Mountainbike, Tennis, Beer ▪ Irrational degree of vertigo © Contraste Europe 2018 3 About me
  3. 3. A perspective on the Business Analysis profession © Contraste Europe 2018 4 BA BIZ Proces People Rules Obj Sol Req Proj PM Test … Resources Dev … Concept by ©TheMetaBusinessAnalyst.com
  4. 4. Evolution of the Business Analysis definition © Contraste Europe 2018 5 2006 20102009 2015 IIBA BABOK v1.6 & BCS definition of the BA role IIBA releases BABOK v2 Update of the BA role BCS Update of the BA role IIBA releases BABOK v3 Update of the BA role PMI launches BA Practitioners guide 2017 PMI Launches “Guide to BA”
  5. 5. §Person: ▪ “Who performs BA Activities (from the BABOK®)” §Function: ▪ “Practice of enabling change” ▪ “Defining needs“ ▪ “Recommending solutions” ▪ “Value to stakeholders §“Activities performed to: ▪ “Identify business needs” ▪ “Identify & recommend solutions” ▪ “Elicit, document & manage requirements” ▪ “Facilitate the successful implementation” 2006 2009 2010 2015 2017 §“Works as a liaison among stakeholders” §“Requirements for changes” §“Problems & opportunities (Requirements)” §“Recommends solutions §“Investigating Business Systems” §“Identifying options for improving” §“Bridging the needs…” §“…business with use of IT” §Person: ▪ “Who performs BA Activities” §Function: ▪ “Set of tasks & techniques” ▪ “To work as a liaison among stakeholders“ ▪ “understand … organization” ▪ “Recommends solutions” §“Investigating Business Situations” §“Identifying and evaluating options” §“Improving Business Systems” §“Defining requirements” §”Meeting business needs” §“Application of knowledge, skills, tools & techniques to: ▪ “Determine problems & opportunities” ▪ “Identify business needs & recommend solutions” ▪ “Elicit, document & manage requirements” ▪ “Define benefits …. measuring & realizing value”
  6. 6. BA activities – Value generation perspective © Contraste Europe 2018 7 § The measured improvement as seen by one or more stakeholders § Result of change, what users can do better thanks to the outputs § What the user will use; what the project was set up to deliver Value Needs Solution BIZ Obj Sol Req Proj Benefits Outcomes Outputs
  7. 7. BA activities – Organizational perspective © Contraste Europe 2018 8 § Which direction should be taken ? § How can we get there as efficiently as possible ? § What do we do ? Politics BIZ Obj Sol Req Proj Strategical Tactical Operational
  8. 8. Example: Insurance business © Contraste Europe 2018 9 BIZ Obj Sol Req Proj § Increase conversation rate with 20% § Easyer for client to simulate quotes § A new backoffice package to manage insurance policies Strategical Tactical Operational Benefits Outcomes Outputs
  9. 9. © Contraste Europe 2018 10 © NASA archive
  10. 10. © Contraste Europe 2018 11 © Tablet Magazine
  11. 11. The golden circle © Contraste Europe 2018 12 WHY HOW WHAT § Every person on the planet, every organization knows WHAT they do § Most people and organization even know HOW they do it. § Very few people and organizations know – and can express – WHY they do it. ©Simon Sinek – Start with why
  12. 12. Biology tells the same story © Contraste Europe 2018 13 WHY HOW WHAT LIMBIC BRAIN NEOCORTEX ©Simon Sinek – Start with why
  13. 13. Biology tells the same story © Contraste Europe 2018 14 WHY HOW WHAT LIMBIC BRAIN NEOCORTEX Neocortex § Rational thinking § Analytical thinking § Language ©Simon Sinek – Start with why
  14. 14. Biology tells the same story © Contraste Europe 2018 15 WHY HOW WHAT LIMBIC BRAIN NEOCORTEX Limbic brain § All of our feelings, like trust & loyalty § All human behavior and decision making § No capacity for language ©Simon Sinek – Start with why
  15. 15. You have been biologicaly programmed as Business Analyst © National Geographic 16 WHY HOW WHAT
  16. 16. Why does why matter ? (Washington monument example) § Why? ▪ Frequent cleaning with harsh chemicals § Why? ▪ To clean pigeon poop § Why so many pigeons? ▪ They eat spiders and there are a lot of spiders at monument § Why so many spiders? ▪ They eat gnats and lots of gnats at monument § Why so many gnats? ▪ They are attracted to the light at dusk. § Solution: Turn on the lights at a later time. © Contraste Europe 2018 17
  17. 17. © Contraste Europe 2018 18 © NASA WHY HOW WHAT
  18. 18. © Contraste Europe 2018 19 © Tablet Magazine WHY HOW WHAT
  19. 19. The golden circle for business analysis © Contraste Europe 2018 20 WHY HOW WHAT Strategical Tactical Operational Benefits Outcomes Outputs
  20. 20. The golden circle for business analysis – for each perspective © Contraste Europe 2018 21 WHY HOW WHAT Strategical Tactical Operational Benefits Outcomes Outputs
  21. 21. Getting the complete perspective – the complete context “ Just because someone is right, it does not mean the others are wrong. They just haven’t seen life from the other side” © Contraste Europe 2018 22
  22. 22. Communicate, act and work in the correct order © Contraste Europe 2018 23 WHY HOW WHAT Strategical Tactical Operational Benefits Outcomes Outputs
  23. 23. Communicate, act and work in the correct order © Contraste Europe 2018 24 Strategical Tactical Operational Benefits Outcomes Outputs
  24. 24. Key takeaways § To avoid basing decisions on false assumptions, respect the order of Why à How à What regardless of the level you are working on. § To help expand the BA role towards the decision-making level and not just the execution level, ask constantly yourself ‘why’ § It is vital to coach the people starting in out a BA role so they understand the importance of asking ‘why’ across the strategical, tactical and operational context. © Contraste Europe 2018 25
  25. 25. Thank You www.contraste.com join-us@contraste.com robin.smets@contraste.com
  26. 26. Title slide BA-Beyond © Contraste Europe 2018 1

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