Now, when I get called in and I arrive on the client site, it became embarrassing. I was embarrassed. Not only is no one asking questions why there is a problem with these transformation projects that never end and underdeliver. No one is asking questions about the profession. I now go on site, and I am warned “you are not to use the word, name or title ‘Business Architect’ ”. The Business has a bad taste in its mouth from previous engagements, it is forbidden. Unofficially of course, no one wants to talk about it, it’s a bad word remember.
I’m told, “you’re a ‘Service Designer’ now”. That didn’t sit well with me for many reasons, first – it was now clear, the stereotype of Business Architect was destroyed. They didn’t tell me that in Business School either, and the synonym they used to replace it is even worse. ‘Designer’ has connotations of being still, or static, like a drawing. It doesn’t move. Yes, ‘Design’ is part of the role of a Business Architect, but it’s a small part .You need to ‘design’ or model parts of the Business to better understand it, but it says nothing of how you move it, let along the part-strategist, collaborator and negotiation that is needed to come up with the design in the first place, collectively with other parts of the Business, including Technology so you actually design, build and implement something that actually gets real results for the business, and not just sound good in the classroom, or look good hanging on the wall. It also says absolutely nothing about how to transform the Business from its current state, to the future state.