Phil Gilbert: Alex Moffat, the lead engineer on the Blueprint product line, wrote the post and I like how he sums up the business goals for the product: The challenge handed to us was to create a tool that the average business user could use to document and manage their business processes.... We ended up with some additional features that really set us apart: An intuitive map view as a high level visualization of a process Automatic workflow diagram generation PowerPoint generation for easily presenting the process Online chat functionality I think this shows how achieving business goals is more and more becoming inextricably linked to the technology addressing those goals.