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Very insightful article to brainstorm on customer-centric BA, as integral component of EA, either application debt, IT debt, or here, well-articulated architectural debt, it is caused by short-term functional thinking, or band-aid fixing solution, both tower of piza metaphor and multi-channel services user case are vivid, that said, BA need encourage holistic thinking and embrace both inside-out and outside-in customer viewpoint. thanks.