Don’t be put off by the unfortunate title of Jason Bloomberg and Ronald Schmelzer’s excellent new book, Service Orient or Be Doomed!: How Service Orientation Will Change Your Business. The dynamic duo who make up the IT industry advisory and analysis firm ZapThink focus their considerable analytical powers on the evolution of SOA and Web services, and they share their insights on service orientation in this book.

Service Orient takes an interesting tack: It presents service orientation as a new way of thinking about organizing a business and its processes. Not surprisingly, it’s being billed as a guide to SOA for non-technical readers–a ”must-read book for management”–but I want to recommend it to the geeks out their for the outstanding big-picture view it provides. In a post-bust world focused on business-technology optimization, codederos need to understand how SOA is affecting business.

The book is insightful, well-written, and frequently funny. Highly recommended.

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