How Declan Goodman reframes EA with myth, metaphor, and meaning

On May 21, Architecting for Innovation and The Bridge Search hosted a meetup featuring Declan Goodman, who introduced us to a transformative idea: Enterprise Architecture doesn’t need more tools—it needs better stories.

In a session titled “The Art of Storytelling for Digital Transformation,” Declan laid out a human-centered approach to one of tech’s most misunderstood roles. As AI accelerates the pace of change, the ability for Enterprise Architects to connect—not just configure—has never been more important.

Why Storytelling? Why Now?

The Enterprise Architecture (EA) market is expanding rapidly—especially with AI reshaping how decisions are made. But as Andrew Blades shared in his opening, EA’s real challenge isn’t just complexity. It’s communication.

 

Too often, EAs speak in frameworks, not feelings. Diagrams, not dialogue. But transformation is a human endeavor—and that’s where storytelling comes in.

Declan’s approach, developed over years and sharpened in forums like the Gartner Symposium, puts people back at the center of architecture through something they call Digital Mythology.

The Digital Mythology Framework: Three Pillars of Connection

Declan’s framework is built around three simple yet profound pillars:

1. Xin

 – Speak to the Heart-Mind

Borrowed from Chinese philosophy, Xin is about integrating emotion and intellect. It means replacing sterile jargon with language that resonates. “We’re upgrading our CRM” becomes “We’re empowering our people to serve customers better.”

2. Metaphor

 – Make the Complex Relatable

Metaphors bridge the gap between abstract and familiar. Declan showed how even dry topics like governance or capability modeling can come alive through stories: The blind men and the elephant, or the slow, steady growth of bamboo as a metaphor for transformation.

3. Catalyst

 – Invite Stakeholders into the Story

People support what they help shape. Catalyst is about co-creation: giving business stakeholders a meaningful role in the journey, not just presenting them a roadmap after it’s built. EA becomes less about control, more about co-authorship.

Facing the Dragons of Digital Change

One of the most memorable ideas from the session was Declan’s use of “dragons”—mythical stand-ins for real-world barriers like:

• • “We don’t need EA”

• • “We’re too busy to engage”

• • “Architecture is just governance”

Using Shin, Metaphor, and Catalyst, Declan offered ways to tame these dragons with empathy, narrative, and inclusion. A story isn’t just more engaging—it’s also more persuasive.

What About AI?

Andrew posed a timely question: “How does AI impact EA’s role?”

Declan’s response: AI will take tasks, not trust. As automation increases, the architect’s true value lies in meaning-making—guiding the enterprise through competing decisions, ambiguity, and human dynamics. AI can draw maps, but only humans can chart meaningful paths forward.

From Architecture to Alignment

Perhaps the most radical suggestion? Drop the word architecture entirely. It’s misunderstood. Instead, talk about “digital enablement” or “strategic alignment.” Less builder, more guide.

Declan proposed a shift from systems roadmaps to decision roadmaps—from being diagram-makers to sense-makers.

Final Thoughts

In a world of AI, frameworks, and ever-evolving tech, it’s easy to forget the power of something ancient: story.

Declan reminded us that storytelling isn’t fluff—it’s a core skill for leading transformation. Enterprise Architects don’t just design systems. They connect people to purpose.

“If we want our architecture to be heard, it needs a human voice.” – Declan Goodman

View the Meet-up slides

Watch the Meet-up

 

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