Positioning as a service

In a world of opportunity, where we have precious time, limited space, and plentiful choice, which path do we choose?

Sometimes it’s easier for our stakeholders to switch off and not even engage to solve the problems they have. When it feels like an option is going to be insufficient, it’s better to do nothing. When the world is filled with promises of silver bullets and littered with past project failures, people don’t have faith in any of it.

Business analysts can choose to steer towards something. Instead of saying “We can build anything, what would you like?” the business analyst can start with the stakeholder worth serving, start with their perspective, beliefs and needs, and then craft a service for that stakeholder.

This requires going beyond.

Locating the points on the map.

Aiming for something, not just anything or everything.