A BA walks into an elevator, is joined by an executive, and suddenly the executive asks the BA, “So, what are you working on these days?” (Sounds like the start of a joke …) Most business analysts, due to their project success focus, think of requirements management when questioned about their work. So the BA responds by describing the features of a business solution that the BA is currently working. The BA seldom mentions the associated business benefits with the work (i.e. why the work is vital to the business). Unfortunately, the BA ignores the first rule of conversation: know your audience. The executive asking the question is more likely to understand and be interested in the business value provided by the work, rather than the solution features.