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Here at the Oredev 2009 conference in Malmo, Sweden, I had the chance to connect with Herbjorn Wilhelmsen, one of the members of the SOA Manifesto Working Group. Herbjorn presented a 'lightning talk' on the Manifesto, describing its vision and overarching values. While 15 minutes is far from enough time to cover a document of such constitutional magnitude (he wasn't able to go over all the principles), Herbjorn drove home one very essential point that is implicit in the document -- that SOA is not a product. You can't buy one nor bake one. It must be built with people. processes and most importantly, business values in mind.