There are 3 stereo types that business functions tend to gravitate towards. IT can only be effective if it occupies all 3, but usually it falls into a support the business role with a blinkered mindset. Enterprise Architecture helps

1. VABYDE
Value By Design
The 3 Dimensions of Functional
Orientation
Or why we all speak different languages
© I R Furmston-Evans, 2012 – I.furmston-evans@ntlworld.com

2. The 3 Functional Orientations or Stereotypes VABYDE
Value By Design
Control the Business
Support the Business
Do the Business
© I R Furmston-Evans, 2012 – I.furmston-evans@ntlworld.com

3. What Dominates Their Thinking VABYDE
Value By Design
Consistent Robust Services
Control the Business Standardised Services
Unit cost Savings
What Type of Business Should We New Services
Be Tomorrow? Service Improvement & Perception
Where is the Market Going? Functional Professionalism
How Do We Get There?
What Are Our Priorities?
What Can We Afford?
What Do We Need To Comply With?
What Should We Stop?
How Do Our Performance Measures
Look?
What Are Our Risks? Support the Business Day to Day Operations
Sell More Stuff
Delight the Customer
Make More Stuff, Quicker, Better
Fire fighting & Process improvement
New & Improved Products / Services
Supply Chain
Functional Professionalism
Do the Business
© I R Furmston-Evans, 2012 – I.furmston-evans@ntlworld.com

4. Typical Failures To Connect Between the Stereotypes VABYDE
Value By Design
Control the Business
Do Not anticipate future needs
Fail to Provide Useful Information
Focus on Cost & New Toys not Value
Support the Business Failure to understand the business
Treat all users as the same
Don't understand what is important
Too Focussed on Daily Issues to
Develop Capabilities
Failure to Understand &
Deliver Change
Wastage of Resources
Do the Business
© I R Furmston-Evans, 2012 – I.furmston-evans@ntlworld.com

5. Typical Stereotypes VABYDE
Value By Design
Control the Business
Facilities
Strategy HR
Audit Indirect Procurement
Finance IT
Legal Security
Corporate Risk Support the Business
Marketing
Sales
Product Design
Operations
Supply Chain
Do the Business
The value of each function is enhanced when it starts to operate in the
other dimensions as well and encourage a joined up business, e.g.
“It would be great if Finance supported the business and understood how value is generated.”
© I R Furmston-Evans, 2012 – I.furmston-evans@ntlworld.com

6. The Orientation of a CEO VABYDE
Value By Design
Control the Business
A CEO Typically has to operate in
all 3 dimensions.
EA is a discipline which helps the
functions operate in them too.
Support the Business
Do the Business
For IT, the adoption of EA enables alignment with the values and priorities of the CEO
and to take a coherent approach to supporting and integrating the whole of the
business's operations to deliver sustainable value.
© I R Furmston-Evans, 2012 – I.furmston-evans@ntlworld.com