Service-oriented architecture (SOA) is about more than just services -- it's about the various artifacts and assets that relate to and affect a service or set of services. Each of these artifacts and assets are in various stages of their life cycles, including development, deployment, usage and governance. They must all be equally governed. SOA project owners should be discouraged from organizing around the traditional concepts of feature implementation, design-time and runtime. Similarly, they should refrain from buying governing technologies that are "limited" to design-time or runtime distinctions, and instead purchase governing technologies that enable them to direct an SOA's multiple life cycles.