Fundamental difficulties in understanding and communicating about IT-reliant systems contribute to longstanding problems with project management, user participation, specification of requirements, implementation in organizations, business/IT alignment, and IS failures. Those issues persist despite having been explored, described, theorized, and measured in hundreds of IS research articles. The paper reports on a design science research project demonstrating a possible path toward addressing these longstanding problems by empowering business professionals to analyze systems in business terms, and not in UML, BPMN, or other formalisms that were developed for IT specialists. In this research, 75 working business professionals with extensive bu...