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Seven steps to Mastering Business Analysis

by Business Analysis,

The Art of Knowing Your Audience

In the dynamic realm of business analysis, effective communication stands as the cornerstone of success. The ability to understand and connect with your audience is a crucial skill that can make or break a project’s success. In Barbara A. Carkenord’s book, “Seven Steps to Mastering Business Analysis,” Chapter 2 dives deep into the importance of knowing your audience. This blog post will explore the key insights from this chapter and shed light on the significance of tailoring communication for business analysts.

Establishing Trust with Your Stakeholders

As a business analyst (BA), building trust with stakeholders is vital. Carkenord emphasizes that a BA’s success relies on the confidence and trust stakeholders have in their abilities. Trust can be established by treating stakeholders with respect, kindness, and fairness. Acting with integrity, delivering on promises, and providing honest answers, even when they may be unfavourable, further solidify trust. By asking stakeholders what you can do for them, rather than merely asking for things, you demonstrate your commitment to their needs.

Understanding the Audience

Knowing your audience is a foundational aspect of effective communication. Every stakeholder group, from executives to project managers, business analysis professionals, subject matter experts, IT architects, developers, data administrators, and vendors, comes with its own unique perspectives and goals. BAs must invest time in understanding each stakeholder’s motivations, biases, expertise, and experiences. By doing so, they can tailor their communication to resonate with each stakeholder and ensure clarity in conveying ideas.

Strategic Partners (Executive/Project Sponsor) and Agile Enablers (Project Managers)

The roles of Executive/Project Sponsor and Project Manager have evolved to encompass broader and more dynamic responsibilities. In today’s fast-paced business environment, Strategic Partners, often considered the project’s “visionary champions,” hold the key to project success. Understanding their strategic objectives and motivations for the project is pivotal for a BA. By aligning all communication and activities with the sponsor’s ultimate goals, BAs can gain invaluable support and significantly contribute to their own career advancement.

The role of a project manager has transformed significantly, especially in the context of agile methodologies. Traditional project managers focused on planning, scheduling, and resource management. In modern analysis and delivery, project managers are often responsible for facilitating communication, removing obstacles, and fostering collaboration among team members. Agile project managers also work closely with business analysts to ensure that the project’s scope and requirements are effectively managed and aligned with the stakeholders’ needs. They play a central role in ensuring agile teams remain productive and aligned with project goals.

Agile methodologies have brought about a shift in how business analysts work. BAs are now seen as integral members of cross-functional teams rather than isolated requirements gatherers. They collaborate closely with developers, testers, and product owners to ensure that the delivered solutions meet customer needs. Business analysts in agile environments also focus on incremental and iterative development, adapting to changing requirements, and providing real-time feedback to ensure project success.

In the context of modern analysis and delivery, the transformations in the roles of strategic partners, project managers, and business analysts have significant implications. The convergence of agile methodologies and the digital age demands a highly collaborative and adaptive approach. Strategic partners, now deeply engaged in projects, ensure that business objectives remain in focus throughout the project lifecycle. This alignment with strategic goals is particularly crucial in today’s rapidly changing business landscape. Project managers, on the other hand, have become orchestrators of collaboration, breaking down silos and enabling cross-functional teams to thrive. Business analysts, as integral team members, champion customer-centricity, and responsiveness, contributing to the iterative delivery of value. They are no longer just documenters of requirements but active facilitators of continuous improvement and innovation. These adaptations reflect the modern reality of delivering projects that are not just on time and on budget but also highly aligned with ever-evolving business needs.

Project Manager and Other Business Analysts

In the context of modern analysis and delivery, collaboration among project managers, business analysts (BAs), and other team members is indispensable, particularly in substantial projects. The principles of proper planning and task distribution remain foundational, especially when multiple BAs collaborate in closely related business domains. Such collaboration ensures thorough and consistent requirements gathering, aligning with contemporary agile practices. Today’s BAs must prioritise cultivating robust working relationships and promoting open lines of communication with their peers. These efforts are vital in fostering effective teamwork, which is pivotal for project success in agile and dynamic environments. In this modern landscape, business analysts transcend their traditional roles as mere requirement gatherers. Instead, they emerge as dynamic facilitators of collaboration, ensuring that project objectives harmonise with evolving business needs.

Trust Advisor

In the world of business analysis, the concept of a “Trusted Advisor” holds great significance. While not explicitly covered in the book, this role embodies a BA’s aspiration. A Trusted Advisor is a professional who not only provides expertise but also builds deep relationships with stakeholders. They go beyond transactional interactions to become confidantes, offering insights that extend beyond immediate project requirements. As a BA, aiming to be a Trusted Advisor adds a layer of value to stakeholder relationships and elevates your impact within the organisation.

Getting to Know Subject Matter Experts

Subject matter experts (SMEs) possess valuable knowledge and insights into specific business areas. Building relationships with SMEs is crucial for BAs to gather accurate information and understand the intricacies of the domain. BAs should take the initiative to learn about each SME’s work style and preferences to facilitate effective collaboration and enhance trust. For SMEs who may be hesitant to share information, establishing trust and demonstrating a genuine interest in learning from them can help overcome their reluctance.

IT Architect and Developer

Collaborating with IT architects and developers requires BAs to understand their perspectives and work styles. BAs with an IT background have an advantage in communicating and working with IT professionals, but it is crucial to stay updated on evolving technologies. Effective communication with developers involves aligning requirements with their technical expertise and providing clear, concise instructions.

Working with Dispersed Teams

In today’s globalized world, BAs often collaborate with stakeholders located in different geographic locations. This presents unique challenges that require careful planning and consideration. Face-to-face communication is ideal but not always feasible, necessitating the use of remote communication techniques. BAs must adapt to time zone differences, cultural nuances, and language barriers to ensure effective communication and maintain strong relationships with stakeholders.


Chapter 2 of “Seven Steps to Mastering Business Analysis” highlights the crucial role of understanding the audience in successful business analysis. BAs must build trust and tailor communication to meet stakeholders’ unique needs. Effective communication, tailored to the audience, is the cornerstone of a BA’s skill set, driving project success. Understanding all project stakeholders, including managers, technical teams, vendors, and external parties, is essential. BAs should foster relationships, understand motives and skill sets, and collaborate with project managers. Communication should be adjusted for technical stakeholders and structured for external parties. BAs should proactively build relationships, grasp motives and skill sets, and actively involve stakeholders from the project’s outset.

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