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The actual motivations are represented by goals, principles, requirements, and constraints. Goals represent some desired result – or end – that a stakeholder wants to achieve; e.g., increasing customer satisfaction by 10%. Principles and requirements represent desired properties of solutions – or means – to realize the goals. Principles are normative guidelines that guide the design of all possible solutions in a given context. For example, the principle “Data should be stored only once” represents a means to achieve the goal of “Data consistency” and applies to all possible designs of the organization’s architecture. Requirements represent formal statements of need, expressed by stakeholders, which must be met by the architecture or solutions. For example, the requirement “Use a single CRM system” conforms to the aforementioned principle by applying it to the current organization’s architecture in the context of the management of customer data.