06/02/2026
A CIO asked me last quarter to find her a business analyst. I asked her what that person would actually do.
The answer kept shifting.
That's how the wrong hire happens.
There are different kinds of BAs. One bridges product, engineering, and operations. Another lives in Excel. Another is essentially a junior PM.
AI is changing what the title actually means.
The title stays the same. The actual job under that title shifts.
In a mid-market team, your margin for error is smaller. So are your margins.
Start with the outcome you need. The title comes after.