“Information architecture doesn’t drive business strategy, per se. It won’t tell you what sort of business you should be in, or if you should outsource part of your manufacturing, or if you should change to a matrix-based management structure. But increasingly, IA needs to be considered as an input to those decisions, because all of them require thinking through how the digital places where you do business have to change, structurally. The difference between success and failure — or if a new business approach is even possible – can depend on the shape, clarity, and resilience of those information environments.”
All experience design fields will be part of the larger business ecosystem. Like it or not.