For me Information Architecture is the evolving practice of organizing and structuring the experience of information, media, data, etc. into forms that can be better communicated. It's about coming up with creative solutions to the problems that inevitably come up in communications and transactions between multiple entities. It is also about ensuring that the interests of the consumers and users of information are represented within a given system, which will help ensure its success. If your company truly cares about its customers' experience of your products, brand, web site or other communications, then you need an information architect (or at least someone who will pay attention) Agree? Disagree? Tell me why.