In an increasingly competitive landscape, organisations are becoming more aware how important it is to develop business services models that are aligned to customer values. Organisations that are not able to take a customer focused perspective are losing footing in the market as they attempt to understand what it means to architect for the customer. Topics include: – The Pressures caused by Disruption – Performance and Expectation Gaps at the CxO level – Improving Architecture Value – Discipline Confusion – Unifying the Enterprise – Architecture Services Design – Architecture Demand Analysis.