[Sigia-l] IAs vs BAs

[Eric Reiss]

I think the biggest difference is that BAs understand the boxes, but
IAs also understand the arrows.

On of the problems I see is that many strategic IAs no longer
consider themselves IAs and have become "business consultants." If
strategic and tactical IAs lose touch with one another, we also lose
a critical competitive advantage vis-á-vis BAs.

I've spoken out about this a couple of times, most recently at the
Summit in Las Vegas. Here is a link to my deck:

http://iasummit.org/proceedings/2007/files/Reiss_on_advertising.pdf

Donna Maurer also made a recording, but I don't think it's been
posted anywhere.

Cheers,
Eric

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Eric Reiss
Managing Director
FatDUX Aps
Copenhagen, Denmark
http://www.fatdux.com
office: (+45) 39 29 67 77
mobile: (+45) 20 12 88 44
skype id: ericreiss

FatDUX is an official sponsor of the
Usability Professionals' Association
http://www.upassoc.org

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