Systems Thinking: A Crucial Skill for deeper customer understanding

Adrian Reed

Adrian Reed

Session Description

It has often been said that we live in an increasingly volatile, complex and ambiguous world where customers are demanding more and more from us.   The external business environment is complex and fast-moving, yet often our stakeholders are blindsided by ‘silver-bullet’ solutions that assume a neat linear relationship between cause and effect.

In reality, things are rarely neat and linear. More often we’ll find that situations are devilishly difficult, requiring us to understand and engage with a whole range of messy interconnected issues, customers, stakeholders and perspectives.  It is easy (but fatal) to lose sight of the ‘voice of the customer’!

In this practical presentation, Adrian Reed discusses the importance of systems thinking in business analysis. During the presentation you will hear:

  • What systems thinking ‘is’, why it matters, and the conditions in which it can be relevant in an analysis environment
  • A range of practical techniques from the world of systems thinking that have direct applicability in the BA world
  • How systems thinking and systems practice enable us to consider wider perspectives and the ‘voice of the customer’.

Speaker Bio:

Adrian Reed

Principal Consultant/Business Analyst, Blackmetric Business Solutions Limited

Adrian Reed is a true advocate of the analysis profession. In his day job, he acts as Principal Consultant and Director at Blackmetric Business Solutions where he provides Business Analysis consultancy and training solutions to a range of clients in varying industries. Adrian is a Past President of the UK chapter of the IIBA and he speaks internationally on topics relating to Business Analysis and business change.

You can read Adrian’s blog at

Follow Adrian on Twitter @UKAdrianReed