the enterprise is the story
DESCRIPTION
'The enterprise is the story: a narrative approach to enterprise architecture' - presentation at Integrated EA conference, London, 6-7 March 2012TRANSCRIPT
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The enterprise is a story
a narrative approach to enterprise-architecture
Tom Graves, Tetradian ConsultingIntegrated EA Conference, London, March 2012
the futures of business
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“What’s the story?”“What’s the story?”
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(a favourite book)
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“Two points of view on architecture”
•Architecture is an exercise in truthA proper building is responsible to universal knowledge and is wholly honest in the expression of its functionsand materials
•Architecture is an exercise in narrativeArchitecture is a vehicle for the telling of stories, a canvas for relaying societal myths, a stage for thetheatre of everyday life
Chapter 84, in Matthew Frederick, 101 Things I Learned In Architecture School, MIT Press, 2007
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•Architecture is an exercise in truthA proper building is responsible to universal knowledge and is wholly honest in the expression of its functionsand materials
•Architecture is an exercise in narrativeArchitecture is a vehicle for the telling of stories, a canvas for relaying societal myths, a stage for thetheatre of everyday life
Another way to view this...
- architecture is about structure
- architecture is about story
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Current EA emphasises structure...
So, here’s a structure...
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The Sambadromo, in Rio de Janeiro...
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Which, on its own,doesn’t really tell us anything...That’s the problem with structure.To make sense of a structure,we need the story...
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...in this case, the story of Carnaval.
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For this city, a huge shared-story...
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Full of colour, sound, spectacle...
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...and occasional extremes...
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But it’s more aboutexuberance, and pride...
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The young(er)...
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The old(er)...
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The whole community...
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And if a line-up like this...
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Might remind you of this...
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...do rememberto keep trackof the story?
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Yet when the party’s over,and it’s time to head home...
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Someone must be there to clean up...- because that’s part of the story too.
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Process, assets, data, locations....- all the usual structure-stuff......all those necessary details of organisation.
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Organisation focusses on structure
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yet the enterprise is the story.
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The structure happens because of the story.
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Structures may be re-used for other stories,
but the structure itself is not the story.
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A key task of enterprise-architectureis to rememberand design for that fact,
Architecture is about structure.Architecture is also about story.We need both, to make it all happen.
maintaining the balancebetween structure and story.
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“What’s the story?”“A cast of thousands!”
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Whose architecture?
Some of the ‘cast’ - stakeholders - in the Carnaval story.
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“An architecturedescribes structureto support a shared-
story.”
Whose architecture?
Organisation aligns with structure, enterprise with story.
We need a balance of both for the architecture to work.
Tom Graves, The Enterprise As Story, Tetradian, 2012
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“We create an architecturefor an organisation,
but about an enterprise.”Tom Graves, Mapping the Enterprise,
Tetradian, 2010
Whose architecture?
Organisation aligns with structure, enterprise with story.
We need a balance of both for the architecture to work.
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“An organisation is bounded by
rules, roles and responsibilities;
an enterprise is bounded by
vision, values and commitments.”
Tom Graves, Mapping the Enterprise, Tetradian, 2010
Whose architecture?
Organisation aligns with structure, enterprise with story.
We need a balance of both for the architecture to work.
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A useful guideline: “The enterprise in scope
should be three steps larger
than the organisation in scope.”
Tom Graves, Mapping the Enterprise, Tetradian, 2010
Whose architecture?
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Whose story?
If the organisation says it ‘is’ the enterprise,there’s no shared-story - and often, no story
at all.
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Whose story?
The minimum real enterprise is the supply-chain
- a story of shared transactions.
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Whose story?
The organisation and enterprise of the supply-chain take place within a broader
organisation of the market.
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Whose story?
The market itself exists within a context of ‘intangible’ interactions with the broader
shared-enterprise story.
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“Customers do not appear
in our processes......we appear in their
experiences.”Chris Potts, recrEAtion, Technics, 2010
Whose story?
We must create the architecture around the shared-story
- not solely around our organisation’s structures.
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Whose enterprise?
All of these are stakeholders in the enterprise of Carnaval.
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Whose enterprise?
•We choose to align with an enterprise
•We do not possess that enterprise(if anything, it possesses us...)
•We have our own business-values, but those values must uphold the enterprise-values
•Note: values are not necessarily monetary(for Carnaval, a monetary focus may destroy enterprise-values of pride and community)
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Whose enterprise?
Stakeholders and their respective business-drivers.
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Whose enterprise?
•Each player is in relation with all other players(relation may be indirect, but always exists)
•Players whose values align most closely with the enterprise-values should take the lead
•Grey-economy is parasitic to Carnaval
•Anti-clients may share overall vision(but disagree with us on how it should be achieved)
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“What’s the story?”“The plot thickens...”
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“Process is the use of structure (the organisation
view)Plot is the unfolding of story
(the enterprise view)”
Tom Graves, The Enterprise As Story, Tetradian, 2012
Plot and process
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“Each traverse througha business-process
is a self-contained storywith its own actors, actions and events”
Tom Graves, The Enterprise As Story, Tetradian, 2012
Process as story
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The story-cycle
(adapted from classic Group Dynamics project-lifecycle and VPEC-T framework)
(Start here)
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Where’s the story?
Tom Graves, The Enterprise As Story, Tetradian, 2012
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process-volume...
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capability-development...
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business-scenario...
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use-case...
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resource-management...
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exchange-protocol...
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transaction...
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governance...
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system-overload...
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standards...
and risks...
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customer-experience...
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...customer-journey?
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“Customers do not appear
in our processes......we appear in their
stories.”paraphrase from Chris Potts, recrEAtion, Technics, 2010
And remember...
Our organisation acts within the scope of the enterprise: think broader-enterprise first -
outside-in, not inside-out.
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“What’s the story?”“To be continued...”
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Four types of stories•Single-shot: enterprise delimited by one
project with a clear ‘character-arc’ or change
•Sequel: re-uses a previous enterprise,but often without any new character-arc
•Series: different stories within the same ‘world’ bounded by the enterprise
•Serial: continuing stories within a ‘world’(Most enterprise-stories work best as series or
serial.)
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The strategy-cycle
(overall cycle and relationships need to be kept in balance)
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The market-cycle
• (transactions depend on (reaffirmed) reputation and trust)
boundary of ‘market’in conventional
business-models
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The story-cycle
(Start here)
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‘Quick-money’ failure-cycle
(incomplete short-cutafter transaction-profit
slowly erodes trust / respect,breaks continuity of market-cycle)
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“What’s the story?”“Every picture tells a story”
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Most current EA toolsetsare for design of static structures...
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...we also need our tools to support the story.
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“A challenge to vendors ofEA toolsets: we need
stronger support for story within our EA tools:images, audio, video and
more.”Tom Graves, The Enterprise As Story, Tetradian, 2012
Supporting the story
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Often excellent on structure...
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...but where’s the story?
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From structure to story
(Published variants of Business Model Canvas)Alex Osterwalder / Alan Smith and others (cc) 2012
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From structure to story
(Published variants of Business Model Canvas)Alex Osterwalder / Alan Smith and others (cc) 2012
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From structure to story
(Published variants of Business Model Canvas)Alex Osterwalder / Alan Smith and others (cc) 2012
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From structure to story
“Business Model Canvas In 2 Minutes” (YouTube: http://youtu.be/QoAOzMTLP5s )
Alex Osterwalder / Alan Smith / businessmodeltv and others (cc) 2012
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Wherever we are in architecture,
we also need to be able to describe...
wherever we see structure,
CC-BY SheilaTostes via Flickr
“What’s the story?”
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“What’s the story?” “What’s the
story?”“What’s the story
for your enterprise?”
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Contact: Tom Graves
Company:
Tetradian Consulting
Email: [email protected]
Twitter: @tetradian ( http://twitter.com/tetradian )
Weblog: http://weblog.tetradian.com
Slidedecks:
http://www.slideshare.net/tetradian
Publications:
http://tetradianbooks.com
Books: • The enterprise as story: the role of narrative in enterprise-architecture (2012)
• Mapping the enterprise: modelling the enterprise as services with the Enterprise Canvas (2010)
• Everyday enterprise-architecture: sensemaking, strategy, structures and solutions (2010)
• Doing enterprise-architecture: process and practice in the real enterprise (2009)
Further information: