Hi, I’m Fabrício Laguna — The Brazilian BA, and this is a story I want to share with you. Please hold!
When I first held this book in my hands at the BBC Conference 2025 in Phoenix, I felt pure joy. Because this is not just another business book — it’s a story that anyone can read, enjoy, and finish with a spark to create real, valuable change.
Thank you, IIBA Publications, for supporting this initiative.
🤔 What’s “Please Hold” about?
Please Hold is a fun business novel that shows you how to shift your mindset from just delivering outputs to creating real outcomes.
Through an engaging story full of relatable characters, a touch of drama, romance, intrigue — and yes, surprising twists — you’ll discover how business analysis can transform work and life.
It’s not a technical manual. It’s not dry theory. It’s a book you can give to your boss, your colleague — or even your mom! She’ll laugh, enjoy the story, and by the last page she’ll finally get what you really do at work.
🧩 Who should read it?
Anyone who wants to:
✅ Drive meaningful change in their organization
✅ Improve customer experience and outcomes
✅ Think beyond processes and outputs
✅ Make an impact — no matter their job title
💬 What people are saying
“Fabrício Laguna’s Please Hold is in the tradition of business novels such as Eliyahu Goldratt’s The Goal and Tom DeMarco’s The Deadline. Using a plausible case study presented in fictional narrative form, it leads the reader on a journey to powerful business insights.”
Dr. Karl Wiegers, Author of Software Requirements Essentials
“With curiosity as a central theme, Please Hold is a compelling call-to-action for anyone passionate about organisational improvement and customer experience. The twists and turns keep readers engaged and eager to learn more. This book is a must-read!”
Christina Lovelock, Business Analysis Leader | Author | Speaker
“I never imagined that a novel about business analysis could weave together drama, romance, intrigue, and a surprising twist! Please Hold is engaging and relatable, with characters we’ve all met. I highly recommend it to BAs — and their stakeholders too!”
Barbara Carkenord, Business Analysis & PM Trainer | Author
“Not only is it entertaining, but the concepts of enterprise analysis are gold nuggets to put to work in your own career. Highly recommend!”
Thea Soehren, The Problem-Solving Business Analyst | Founder of BA Force Multiplier
“Please Hold goes beyond tools and techniques — diving deep into mindset, culture, and the human side of real change. A must-read for those ready to embrace the discomfort of growth.”
Filip Hendrickx, Innovating BA coach & trainer
🎁 Give it as a gift
If you’ve ever wished your colleagues, clients — or even your mom — could finally understand what business analysis really means, this is your chance.
Wrap it up. Give it away. Watch people smile and get inspired to think outcome-first.
📖 Would you like a taste first?
✨ Stay connected
Let’s keep this conversation going:
🚀 Outcome-driven thinking starts here. Ready to hold on?
