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 business processes how to sell and deliver the new product, to whom, and for how much. No rebuilding of ... (more)