
xxxi
Language
e author firmly believes in gender-neutral language. However, in order to maintain the simplic-
ity of reading she and he have been used freely. Terms like user and manager represent roles and
not people. We may play more than one role at a given time—such as consultant, academic, and
analyst. As a result, the semantics behind the theory and examples may change depending on the
role you are playing, and should be kept in mind as you read this book. “We” throughout the text
primarily refers to the reader and the author—you and me. Occasionally, we refers to the general
business or the ICT community, depending on the context.
Criti