One way to keep the business perspective in sight is to continue using the service objective as a guide and to ask pertinent questions such as:

• What outcome do you expect?
• How will the stakeholders be impacted? Will they be impacted?
• What is the business case for this initiative? Have you developed one yet?

If you do not have a business case, you should develop one that details the costs, benefits, and risks associated with this initiative. Chapters 3 and 4 of Making Smart IT Choices focus specifically on preparing and presenting a business case. Even though the case is being made to use XML for Web site management, the emphasis should not be on its technical features and functions. Use language that emphasizes the business advantages of XML such as opportunity costs, streamlined processes, quicker turnaround time, and content consistency rather than technical XML jargon.