Business initiatives are about reducing risk, eliminating inefficiency and improving responsiveness. To support these activities, best practices target information governance, improving productivity and intelligent process monitoring. By applying the framework for effective EA principles, planners and architects can communicate how best practices in information architecture and information management support efforts to run the business more effectively. Transforming business initiatives are about attaining new horizons, entering new markets or pursuing new business models. To support these activities, best practices for managing information as an asset facilitate information ecosystems, push content in context and speed agility via standard data exchanges. By applying the framework for effective EA principles, architects and planners can communicate how best practices in information architecture and information management support the organization’s business transformation objectives. To transform the desire to manage information as an asset from a vague concept into a set specific activities, organizations need to know how it supports efforts to run, grow and transform the business. Architects and planners should use the framework for effective EA principles to articulate how best practices in information architecture and information management will achieve the desired outcome. Transformation means listening to what the moment calls for and being able to rethink your business on the fly. Transforming profitably requires more than incremental change. Organizations that rethink their business operations as quickly as the rate of change in the marketplace are able to implement new business models built to embrace innovation and maximize profitability. The goal is not only to get ahead of the curve, but to stay ahead. Many companies have made sweeping, sustainable changes, breaking open new markets and greatly impacting their bottom line by being innovative. Amazon.com, which started as an online bookseller, became a premier online retailer. iTunes grew from an online music vendor to a prominent consumer brand and entertainment services provider. These companies carefully planned and executed innovation. Transformation is about imagining the possibilities, then making them happen. It’s about not being inhibited by technology. It’s about adopting new technologies with fewer challenges and greater profitability. The technology is here to drive that kind of transformation. Now is the time to put it into action.