I agree completely with Yogish's views as posted on "Comparing Current Financial Crisis to SOA" and his advice on treading light and having solid justification prior to undertaking SOA style projects.
A) An upfront investment has to be made in performing the right level of business process analysis and business architecture to pick the right SOA service candidates.
B) One should not attempt embarking on SOA with a highly visible project, as these types of projects operate under unwarranted pressure for delivery and with little patience for "architectural constructs" SOA or otherwise!!
C) Any project that is a high return type process with established KPIs and benchmarks is a good candidate for first time SOA implementations. Here gains are measurable (in the form of cost avoidance, cost reduction etc.) and can be directly tied to SOA-enabling these operational processes.
D) One has to invest in marketing the success of these projects and the services that were responsible for these quantifiable returns delivered by following SOA principles. Advertising the benefits of SOA style services with the benefits rendered by these projects help the business to relate to the abstract constructs such as SOA and so offer a better chance for service adoption. Also, advertising these business services that deliver efficiencies can be shown to offer speed to market gains that can be used for upcoming projects by encouraging reuse.
E) As always one should not assume technology will be the magic bullet. An assessment has to be made to understand if all components of the process/ business capability have to be refactored into services. One has to be open to leveraging legacy assets to reduce risk even if all that can be achieved is establishing a document based interaction or a mediated invocation of the legacy system.
Your feedback is invaluable.