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Service orientation starts at the brains trust of the company, not at the IT department. The strategic thinkers focus on the “what”, “who” and “why” of the company, completely understanding the internal and external players, why they interact, what they need, what they offer, all within a co-ordinated context of services. Once the “what”, “who” and “why” is clearly understood and mapped out, can the IT department focus on the “how”. The IT department actually has the easier job. They need to find a technical mechanism that gives a context for execution of a service offered by a provider to a consumer. That is true alignment of business functions. To cut through the hype: no service oriented strategy, no service oriented architecture.