When Shakespeare wrote “to be or not to be”, he was not thinking of business analysis, and yet every business challenge has a start ‘as-is’ and an end ‘to-be’ point, and at least two alternative courses of action, to either do something or to continue as before. And the biggest challenge is when business as usual is no longer good enough. These decisions are often taken too late. Thus business analysis is more than skilful modelling, creative analysis, inclusive communication and finely-tuned decision-making. It’s about finding economic ways to experiment with new ways of doing business, sometimes termed business models. Business analysis is an opportunity to increase the sensitivity to the drivers of cost and value.