IT-oriented business people and business-oriented IT people In both our backgrounds there has always been an element of IT but not ‘hard’ IT for its own sake. It has always been from a business perspective. Of course, there is an important role for the IT specialist. However, the real challenge lies in ensuring that IT is linked to business. Increasingly, people in the rest of the business are likely to know about IT, but there is always a struggle when linking IT to business imperatives.