For IT to align better withbusiness, past investments have to be seen in the context of the present, and present investments in the context of the future.
As much as we would like the business sponsors to align their thinking of legacy code withbusiness assurance, it is equally important that the IT stakeholders continually seek ways to drive and deliver better value out of their IT assets.
Reading it helps align the need for marketing innovation with the overall needs of the business today, so understanding this helps marketers have a more holistic view on the mindset of business.