What is in a title?

I remember a meeting with the finance director of a major motoring organisation who said quite robustly -

"I and my fellow directors are the architects of this business!",

- whilst listening to a presentation from two people who had described themselves as business architects and who were trying to pitch get some interest in mapping out the organisation and its future direction.

In later meetings he used to ridicule people from I.T. who introdued themselves as architects obviously finding the title amusing.

I learnt from this that to some the title of architect is pretentious and threatening! Learning to understand stakeholders and adjusting the approach is the moral of this little tale.