There's no clear single definition of what self-service business intelligence (BI is), but it's definitely more complex than just having a graphical user interface (GUI) and/or being user-friendly or intuitive. The purpose of this model is not to provide a definition of self-service BI but rather to stimulate a conversation around what kind of capabilities your BI environment should have to enable business users to create, manage, and use BI content with as little involvement from IT as possible.