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Transcript of The Enterprise is a Story: a Narrative Approach to Enterprise ...
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The enterprise is a storya 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?”
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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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CC-BY Avodrocc via Flickr
The Sambadromo, in Rio de Janeiro...
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CC-BY Avodrocc via Flickr
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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CC-BY Boban021 via Flickr
...in this case, the story of Carnaval.
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CC-BY sfmission via Flickr
In this city, a huge shared-story...
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CC-BY sfmission via Flickr
Full of colour, sound, spectacle...
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CC-BY sfmission via Flickr
...and occasional extremes...
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CC-BY sfmission via Flickr
But it’s more aboutexuberance, and pride...
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CC-BY sfmission via Flickr
The young(er)...
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CC-BY sfmission via Flickr
The old(er)...
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CC-BY sfmission via Flickr
The whole community...
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CC-BY sfmission via Flickr
And if a line-up like this...
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CC-BY bobaliciouslondon via Flickr
Might remind you of this...
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CC-BY sfmission via Flickr
...do rememberto keep trackof the story?
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CC-BY sfmission via Flickr
Yet when the party’s over,and it’s time to head home...
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CC-BY otubo via Flickr
Someone must be there to clean up...- because that’s part of the story too.
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CC-BY jorgeBRAZIL via Flickr
Process, assets, data, locations....- all the usual structure-stuff......all those necessary details of organisation.
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CC-BY Avodrocc via Flickr
Organisation focusses on structure,
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CC-BY Boban021 via Flickr
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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CC-BY SheilaTostes via Flickr
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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“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 structure
to 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 byrules, roles and responsibilities;
an enterprise is bounded byvision, 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 scopeshould 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 appearin 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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“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?
“Story is everywherein enterprise-architecture
(once you know where to look)”
Tom Graves, The Enterprise As Story, Tetradian, 2012
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CC-BY AllBrazilian via Wikimedia
process-volume...
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capability-development...
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CC-BY jorgeBRAZIL via Flickr
business-scenario...
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CC-BY ~ggvic~ via Flickr
use-case...
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CC-BY fairfaxcounty via Flickr
resource-management...
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CC-BY quaziefoto via Flickr
exchange-protocol...
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CC-BY Jack Zalium via Flickr
transaction...
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CC-BY Alicia Nijdam via Flickr
governance...
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CC-BY-SA adriagarcia via Flickr
system-overload...
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CC-BY rodrigofranca via Flickr
standards...
and risks...
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CC-BY jorgeBRAZIL via Flickr
customer-experience...
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CC-BY elbragon via Flickr
...customer-journey?
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“Customers do not appearin 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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“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)
Reputation Respect
Attention
(Transaction)
Completion
Trust(reaffirmed)
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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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“Every picture tells a story”
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CC-BY Avodrocc via Flickr
Most current EA toolsetsare for design of static structures...
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CC-BY Boban021 via Flickr
...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 storyfor 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: