Charles Rattray

For a business to be sustainable today, it must be supported by a truly sustainable architecture. This type of architecture must have built-in agility and reusability. To be able to support the disparate end-to-end transaction components involved in converting leads to cash, this architecture must be sufficiently free form in its inter-business process communication. All businesses require this, whatever the business model. This openness in communication needs to permeate down through the layers of the organization so that reuse is standard - and considered a strength, rather than a lack of precision. Imagine a business introducing a new product line. It not only builds an external marketing message, but also internal messaging to inform the underlying teams and busine... (more)