The Customer-Centric Architecture Method (CCAM): Pathway to High Value Enterprise Architecture, is a significant contribution to enterprise architecture (EA) practice. 

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Customer-Centric Architecture Methodology (CCAM):

Whereas other literature on enterprise architecture provides frameworks, ontologies, artifacts and models, Dr. Else draws upon this body of knowledge to provide guidance on how to engage clients. He presents EA as both conceptual and practical.  The book provides methods for dealing with the ever shifting and emergent business and technological environments in an organization’s ecosystem.  The emphasis is on how to provide added value to clients rather than simply a focus on products.  

Dr. Else distinguishes between inside-out and outside-in solution selling, emphasizing how to fully address a client’s requirements and needs. He provides an integrated approach to EA that is customer-centric, providing an in-depth and theoretically-grounded analysis of how the TOGAF Standard (The Open Group Architecture Framework) is used in actual customer engagements, as well as associated standards and approaches, such as SAFe, ITIL, ArchiMate, and various Agile techniques. In this manner Dr. Else makes a significant practical contribution and makes the most complex concepts understandable and applicable in actual engagements.  This is an essential contribution to the literature on organizational and enterprise transformation, relevant to both practitioners and their clients.

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