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Developing a “Sense of Purpose” for a Business Analysis Initiative

Βusiness analysts can contribute in delivering the sense of purpose and worth concerning a business analysis initiative. This sense of purpose will contribute to the better effectiveness of the work that is performed between the BA team and the different stakeholders. As the business analysts are continuously communicating with different stakeholders and deal directly with their needs, they are the best source to contribute to the capturing and the diffusion of a common purpose that may also serve as a success criterion for the initiative.

The capacity to effectively lead a business analysis initiative is directly related to the pursuit of a worthy purpose. The purpose may be the most powerful link to join people and processes in a common effort. General/ Organizational purpose can be transformed and decomposed into more specific and detailed initiative purposes. The degree to which we pursue an ennobling purpose is the degree to which we attract others.


Purpose attracts and therefore serves as a unifying force. There is unity of effort and energy to the degree of shared purpose. Our level of satisfaction and our level of energy is directly related not only to our understanding of our own purpose but also to whether the organization and specific project to which we contribute, share that same purpose.

Below you can find four considerations for effectively managing the sense of purpose as a business analyst:

  1. Big Picture

Being able to see the things holistically and the long-term value and effects of any task can help you embrace a worthy purpose that will give you energy and motivation but also distribute this sense of purpose to the other stakeholders

  1. Respond to “Why”

In order to successfully spread a sense of purpose, you need to instill a sense of worthy purpose. It is to answer the why question, why should work overtime for this project? Why should I sacrifice? Why should I dedicate my time to achieving high-quality deliverables? The answer has to be something that is worthy, something that is ennobling.

  1. Focus on the Perception

You may feel you have communicated effectively the purpose to the other stakeholders but do the others perceive the purpose as something worthy and important? Perception is reality. What people think they hear is the truth according to them.  So, we have to think through our communications in a very deliberate manner, in a planned manner, thinking through how it’s going to be received on the other end and making sure that people are receiving the message that we want them to receive.

  1. Align with the Organization Purpose

The organization’s purpose and the core values of your organization should be aligned with the project-specific purpose. Projects or initiative specific purpose may be derived and be a more detailed and case-specific purpose of your general organization purpose.

Effective execution of business analysis tasks requires convincing key stakeholders (both internal and external) that your analysis and your conclusions are valid so that you can transition from your analysis to implementation. As such, you must be able to summarize your findings in a message that makes a persuasive argument that aligns with the sense of purpose. An argument that mirrors progress towards the realization of this purpose. Therefore, defusing a sense of purpose and then communicating results towards achieving this purpose is an integral part of your effort in any business analysis task you are engaged with. One that is worthy of careful consideration.

Giorgos Sioutzos

Giorgos Sioutzos is an experienced business analyst currently working at Netcompany in the social security sector. He holds a BSc in Management Science and Technology from Athens University of Economics and Business and Msc in International Business & Management from ALBA Graduate Business School. Numerus articles about business analysis have been published in most reputable Greek and foreign media. He has created educational videos for IIBA Knowelge Hub. Also he has contributed as an SME for Global Business Analysis Survey creation from IIBA. Certifications: CBAP, PMI-PBA, ITIL, PRINCE2, CPRE Advanced