Interview Series: Four Questions With … Dan Rosanova

Greetings and welcome to the 21st interview in my series of chats with “connected technology” thought leaders.  This month we are sitting down with Dan Rosanova who is a BizTalk MVP, consultant/owner of Nova Enterprise Systems, trainer, regular blogger, and snappy dresser.

Let’s jump right into our questions!

Q: You’ve been writing a solid series of posts for about best practices for service design and management.  How should architects and developers effectively evangelize service oriented principles with CIO-level staff whose backgrounds may range from unparalleled technologist to weekend warrior?  What are the key points to hit that can be explained well and understood by all?

A: No matter their background successful CIOs all tend to have one trait I see a lot: they are able to distil a complex issue into simple terms. IT is complex, but the rest of our organizations don’t care, they just want it to work and this is what the CIO hears. Their job is to bridge this gap.

The focus of evangelism must not be technology, but business. By focusing on business functionality rather than technical implementations we are able to build services that operate on the same taxonomies as the business we serve. This makes the conversation easier and frames the issues in a more persuasive context.

Service Orientation is ultimately about creating business value more than technical value. Standardization, interoperability, and reuse are all cost savers over time from a technical standpoint, but their real value comes in terms of business operational value and the speed at which enterprises can adapt and change their business processes.

To create value you must demonstrate


  • Interoperability
  • Standardization
  • Operational flexibility
  • Decoupling of business tasks from technical implementation (implementation flexibility)
  • Ability to compose existing business functions together into business processes
  • Options to transition to the Cloud – they love that word and it’s in all the publications they read these days. I am not saying this to be facetious, but to show how services are relevant to the conversations currently taking place about Cloud.

Q: When you teach one of your BizTalk courses, what are the items that a seasoned .NET developer just “gets” and which topics require you to change the thinking of the students?  Why do you think that is?

A: Visual Studio Solution structure is something that the students just get right away once shown the right way to do it for BizTalk. Most developers get into BizTalk with single project solutions that really are not ideal for real world implementations and simply never learn better. It’s sort of an ‘ah ha’ moment when they realize why you want to structure solutions in specific ways.

Event based programming, the publish-subscribe model central to BizTalk, is a big challenge for most developers. It really turns the world they are used to upside down and many have a hard time with it. They often really want to “start at the beginning” when in reality, you need to start at the end, at least in your thought process. This is even worse for developers from a non .NET background. Those who get past this are successful; those who do not tend to think BizTalk is more complicated than the way “they do things”.

Stream based processing is another one students struggle with at first, which is understandable, but is critical if they are ever to write effective pipeline components. This, more than anything else is probably the main reason BizTalk scales so well. BizTalk has amazing stream classes built into it that really should be open to more of .NET.

Q: Whenever a new product (or version of a product) gets announced, we all chatter about the features we like the most.  Now that BizTalk Server 2010 has been announced in depth, what features do you think will have the most immediate impact on developers?  On the other hand, if you had your way, which feature would you REMOVE from the BizTalk product?

A: The new per Host tuning features in 2010 have me pretty jazzed. It is much better to be able to balance performance in a single BizTalk Group rather than having to resort to multiple groups as we often did in the past.

The mapper improvements will probably have the greatest immediate impact on developers because we can now realistically refactor maps in a pretty easy fashion. After reading your excellent post Using the New BizTalk Mapper Shape in a Windows Workflow Service I definitely feel that a much larger group of developers is about to be exposed to BizTalk.

About what to take away, this was actually really hard for me to answer because I use just about every single part of the product and either my brain is in sync with the guys who built it, or it’s been shaped a lot by what they built. I think I would take away all the ‘trying to be helpful auto generation’ that is done by many of the tools. I hate how the tools do things like default to exposing an Orchestration in the WCF Publishing Wizard (which I think is a bad idea) or creating an Orchestration with Multi Part Message Types after Add Generated Items (and don’t get me started on schema names). The Adapter Pack goes in the right direction with this and they also allow you to prefix names in some of the artifacts.

Q [stupid question]: Whenever I visit the grocery store and only purchase a couple items, I wonder if the cashier tries to guess my story.  Picking up cold medicine? “This guy might have swine flu.”  Buying a frozen pizza and a 12-pack of beer? “This guy’s a loner who probably lets his dog kiss him on the mouth.”  Checking out with a half a dozen ears of corn and a tube of lubricant?  “Um, this guy must be in a fraternity.”  Give me 2-4 items that you would purchase at a grocery store just to confuse and intrigue the cashier.

A: I would have to say nonalcoholic beer and anything. After that maybe caviar and hot dogs would be a close second.

Thanks Dan for participating and making some good points.


Author: Richard Seroter

Richard Seroter is Director of Developer Relations and Outbound Product Management at Google Cloud. He’s also an instructor at Pluralsight, a frequent public speaker, the author of multiple books on software design and development, and a former editor plus former 12-time Microsoft MVP for cloud. As Director of Developer Relations and Outbound Product Management, Richard leads an organization of Google Cloud developer advocates, engineers, platform builders, and outbound product managers that help customers find success in their cloud journey. Richard maintains a regularly updated blog on topics of architecture and solution design and can be found on Twitter as @rseroter.

2 thoughts

  1. Good stuff Dan, and nice articles on
    I’d also remove the old SQL adapter once and for all.
    Richard, love the snappy dresser comment.


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