BAs are often asked what they do and/or what benefits their existence brings. People who don't "get" business analysis may not be clued into the value it can offer. Some may even not be aware of the existence of the role.

So what is your elevator speech? Does your heart sink at the party when you have to explain what it is that you do? Any answer will be unique to the individual but I have sought out some useful definitions and tag lines for the role that I can share with you. Hopefully some ideas to help calm your party fears.

A good start point is that provided in "Business Analysis" 3^rdedition published by BCS. 1*

Here, business analysis is defined as:

"An internal consultancy role which has the responsibility for investigating business situations, identifying and evaluating options for improving business systems, defining requirements and ensuring the effective use of information systems in meeting the needs of the business."

While an insightful and purposeful definition, does it have the necessary snappiness to instantly convey the purpose and value of the role to someone who doesn't work in our industry?

More recently a working party tasked with determining the make-up of the proposed BA apprenticeship scheme, came up with the following definition. It's a longer definition, appearing here in two parts, but worth sharing in full.

Business analysis is an advisory role that provides a critical internal layer of challenge and scrutiny for organisations who wish to successfully deliver change. Whilst project management can help you "do the thing right" and will help you manage scope and costs, business analysis will help you to "do the right thing". The role embodies early and regular thinking that ensures the right solution is chosen.

The working party were writing for a non-BA audience and go on to explain:

Given ongoing high profile project failures, where solutions dramatically fail to meet organisational needs, it is crucial that business analysis resource is engaged before projects are initiated. Early stage and considered analysis ensures that there is a thorough and shared understanding of the 'root cause' of any problem or opportunity being addressed, and that various options are considered and the most effective is chosen.

Business analysis is a multi-faceted role and practitioners have the ability to investigate business situations and identify and evaluate options for improvement. 2*

Thinking about the apprenticeship view and good as this definition is, 18 year olds might want to provide a more tangible example to their parents when describing a possible future career.

Perhaps the following:

Helping to make sure that organisations don't waste money and time on projects or investments that fail to meet their or customer needs.

This might hit the spot, particularly when coupled with a few examples of high profile failed projects that could have benefitted from more rigorous early stage analysis.

...or perhaps a personal example such as the following:

When considering trying out cliff-jumping on holiday recently, I wanted to check a few things in order to make sure I didn't make a costly decision. My queries included the location, the depth of water and the water currents. I also thought it was important to check with the locals the availability of life saving equipment (they laughed). However, in this case, it was vital to complete some good early analysis work before literally taking the plunge.

Perhaps a tagline is an alternative possibility. At a recent BA Manager Forum *3 event a group of BA practice leads came up with the following four taglines for the BA role:

Understanding and improving your business

Transforming ideas into action

Catalysts for change

The trusted partner to turn your vision into reality

The four suggestions were put to the vote with the winning tagline:

"Business Analysis - Understanding and improving your business".

So, there is a range of definitions and marketing aids to work with. We might not have the definitive answer here but certainly food for thought and great if you create a definition of your own to help instil confidence and have your elevator pitch at the ready.

1* https://www.amazon.co.uk/Business-Analysis-James-Cadle/dp/178017277X

2* https://consult.education.gov.uk/apprenticeships/copy-of-copy-of-copy-of-draft-apprenticeships-stan

3* http://www.bamanagerforum.org/