At Inspired we use the phrase “Desirable Futures”. When we are doing enterprise architecture, especially business architecture, we are effectively proposing a future. We contend that it should be a desirable one. Let’s define “desirable”:

The enterprise should survive
The enterprise should add value to all stakeholders (customers, suppliers, staff, partners, shareholders, unions, society at large)
The enterprise should do no harm. It should not exploit any group to their disadvantage, pollute, deplete irreplaceable resources or otherwise cause harm
Ideally:
- It should provide utility, value, good service and delight in its products and services
- It should be a great place to work where staff can grow and realise potential while contributing to the value delivered
- It should be a valued and trusted partner to other enterprises
- The enterprise should operate legally, ethically and sensitively to the norms and customs of the communities it engages with
- It should leverage knowledge, skill, technology and industry for these purposes
  Achieving the above demands that we consider the business issues (e.g. financial health, partner relationships, products and services, growth etc.), human issues (e.g. customer journey, staff roles, organisation structure, motivation etc.) and technology opportunities holistically.