Relating Business Model, Product Features, and Fitness Functions

Architecture too often floats free of the business model that funds it, producing technically coherent systems that fail to deliver the outcomes that actually matter. This talk builds a full, traceable chain from business model canvas — how the organisation creates and captures value — through product feature decisions, down to the fitness functions and quality attributes that determine whether the system can actually support those features at scale. Using BTABoK's Business Model and Product & Project concepts as the foundation, the session demonstrates how each layer constrains and informs the next: a subscription revenue model demands very different availability and onboarding characteristics than a transactional one, and those differences must propagate into explicit architectural decisions, not just intuition.