Let’s say we are working on an advertising campaign management system. Consider the following statements:

• An advertising campaign can display different creative materials.

• A campaign can be published only if at least one of its placements is active.

• Sales commissions are accounted for after transactions are approved.

All of these statements are formulated in the language of the business. That is, they reflect the domain experts’ view of the business domain.

On the other hand, the following statements are strictly technical and thus do not fit the notion of the ubiquitous language:

• The advertisement iframe displays an HTML file.

• A campaign can be published only if it has at least one associated record in the active-placements table.

• Sales commissions are based on correlated records from the transactions and approved-sales tables.

These latter statements are purely technical and will be unclear to domain experts. Suppose engineers are only familiar with this technical, solution-oriented view of the

business domain. In that case, they won’t be able to completely understand the busi‐ ness logic or why it operates the way it does, which will limit their ability to model and implement an effective solution.