​In a conversation with Mikael Walsted, Enterprise Architect at Salling group we hear about a pragmatic approach to enterprise architecture focused on value creation and an ambition to match IT-cost to realized value. But we also learn how Salling IT has been pro-active in their quest to establish a foundation for value creation well in advance of the idea creation. We discuss how the business is active participants in data management topics and how Salling has become truly data driven and what this means to the business.