If you want investors to read your manuscript for your next blockbuster movie, you need to write a catching log-line, otherwise you letter ends up in the trash faster than a blink of an eye.

The format is very simple, yet very hard to write in one sentence.

It starts with the hero, her journey of change and the force that tries to stop her.

They don’t give a damn about which typewriter you use.

EA is not different, board and CxO level want to hear a good and simple story that will give them their investment back. They don’t care about EA methods.

Who need to change, what is the change and what are the risks for change not to happens. Then time and budget on a high-level.

Easy? Then you also have a nice job in the dream factory.

Disruptive architecture