Executive Summary (This is a document excerpt)

Describing success as a result of being at "the right place at the right time" is often akin to saying "I just got lucky." So rather than waiting for the right place and time to market EA's value, continuously craft your message around what will be successful in the current place and time. To determine this, architects need an understanding of the different layers of "the EA marketplace": the internal environment, the micro environment, and the macro environment. Successful architects will take a different approach to understanding and working with each layer of the EA marketplace. By demonstrating a sophisticated understanding of the entire EA marketplace, architects can generate stakeholder demand for more-strategic EA solutions.

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