About Us

OUR INSTRUCTORS HAVE BEEN EVERYWHERE – RETAIL TO WALL STREET

Our courses are taught by business architecture industry experts, William Ulrich and Whynde Kuehn, and joined by leading industry experts from business architecture and related fields.

FOUNDERS & LEAD INSTRUCTORS

WILLIAM ULRICH

Years of experience: 30+
Position: Partner

William is President of TSG, INC, is a strategic planning consultant, author, and mentor. He has written several books, published hundreds of articles and papers, and has worked with numerous large corporations and government agencies. William participates in various industry events and is a featured speaker at many of these events. Please visit TSG, INC., for all of William's service offerings.

WHYNDE KUEHN

Years of experience: 20+
Position: Partner

Whynde is the Founder of S2E Transformation Inc., a management consulting practice that accelerated successful business transformations. She is a long-time business architecture practitioner, Business Architecture Practice leader. She has also developed and taught comprehensive, large-scale business architecture training programs for clients and the public. Please visit S2E Transformation for all of Whynde's service offerings.

GUEST INSTRUCTORS

TAMMY ADAMS

Years of experience: 20+
Position: Instructor

Tammy Adams is Managing Partner of Chaosity LLC, woman-owned business focused on bringing clarity to the chaos of meetings. Over the past 20 years, Ms. Adams has worked with hundreds of teams across the globe, ranging from Fortune 500 financial institutions to local technology companies, helping them improve their business processes, build strategies for the future and manage their meetings more effectively. Ms. Adams is a Certified Professional Facilitator, two-time author, speaker to industry and professional groups, and facilitator of high-stakes meetings.

MIKE ROSEN

Years of experience: 20+
Position: Instructor

Michael Rosen is Chief Scientist at Wilton Consulting Group, which provides expert consulting in Digital Transformation Strategy, Business Architecture, Enterprise Architecture, and Enterprise Solutions. Mr. Rosen is also a founding member, Board Director, and Vice President of the Business Architecture Guild. Prior to returning to consulting, Mr. Rosen was Global Research VP for IDC, providing research to IT and business leaders on strategic architecture and digital transformation.

OUR MISSION

TO IMPROVE YOUR BUSINESS BY PROVIDING EFFECTIVE, BUSINESS-FOCUSED TRAINING IN ALL ASPECTS OF BUSINESS ARCHITECTURE. WE OFFER A COMPLETE SET OF COURSES TO ESTABLISH A STRONG FOUNDATION FOR BUSINESS ARCHITECTURE THAT WORKS.

We strive to help businesses and organizations build an advantage with business architecture.

We train your staff to improve sales, productivity, organization, company culture, and employee relations.

WHAT PEOPLE ARE SAYING

"Business Architecture Associates has the experience and know-how to deliver training that works."

TESTIMONIALS

WHAT ARE PARTICIPANTS SAYING ABOUT BUSINESS ARCHITECTURE ASSOCIATES TRAINING EVENTS?

From around the globe, business leaders, analysts, and professionals recognize business architecture training from Business Architecture Associates (BAA) as the premier educational source for building and honing business architecture skill sets from leading industry practitioners. Here's unsolicited feedback from recent attendees:

CHICAGO, IL | NOVEMBER 2018

"I'm officially a Certified Business Architect. BAA training set me up perfectly to pass the CBA® exam."

— Chelsea Garfield, Senior Enterprise Business Solutions Architect, Citizens Property Insurance and Certified Business Architect (CBA)®

JOHANNESBURG, SOUTH AFRICA | OCTOBER 2018

"As an independent enterprise architect, my primary client contact is with senior business leaders. I have been looking for a logical, scientifically derived, and interconnected architecture methodology and artifacts that tie together the business architecture storyline. I am delighted to have found that in the business architecture training provided in Johannesburg by Business Architecture Associates.

The training is based on the BIZBOK® Guide developed by the Business Architecture Guild®. It is the practical application of the business architecture described in TOGAF and other frameworks. What is impressive about the BIZBOK® Guide is that it builds on existing well-known architecture concepts and artifacts. Everything is familiar but elegantly tied together.

My new knowledge takes my work and contribution to my clients to another level, and that can stand up to scrutiny. I was so impressed with our instructor. We communicated and kept in touch for two years before I was able to attend the course in Johannesburg. I was well rewarded with her professionalism, organization, and the quality of her service."

— Eugene Sampson

SYDNEY, AUSTRALIA | OCTOBER 2018

"Whynde Kuehn and William Ulrich's 'Business Architecture' courses are excellent. I started the course believing that I had a reasonably sound understanding of the subject matter, having been a Business Architect for some years, but quickly realized that the Business Architecture Associates subject matter would take me to a whole other level of detail and knowledge. Over the period of the five days, William professionally taught us the frameworks, models, and principals that all Business Architects need both from a practical and academic perspective. I would highly recommend this course for all Business Architects no matter how much experience they think they have; these courses have something for everyone."

— Philip Dove, Head of Project Management & Business Analysis, AMP

RANCHO CORDOVA, CALIFORNIA | APRIL 2018

"Your class was very valuable, and it feels satisfying to have become certified. We have already been applying our new learnings with our joint engagements with EA."

— Anthony Hill, CBA®

"Solo-study of the BIZBOK® Guide (across two versions!) gave me no confidence to sit for the CBA® exam, so I signed up for the BAA one-week training class. I took the exam two business days after the training and passed. This is a significant professional development achievement because I'm test-phobic! The immersion environment, excellent teaching, and materials helped coalesce the BIZBOK® Guide content and way of thinking."

— Cecilie H., Certified Business Architect (CBA)®

LONDON, ENGLAND | FEBRUARY 2018

"I am now CBA®. Thanks for the magnificent training, Bill and Whynde, which you delivered in London. Much appreciated."

— Jide O., London Training, 2018

"Really informative and insightful course and good to have people who still practice the profession delivering the course – it really made it come to life. Thanks to you both."

— Patrick D., BAA training participant, London

"So after two reschedules because of flu and another due to snow, today I finally sat and passed my CBA® exam. Very proud to say I'm now a Certified Business Architect®. Thanks to Whynde Kuehn and William Ulrich for the excellent training session you ran in London."

— Nick C., Certified Business Architect (CBA)®

SAN FRANCISCO | OCTOBER 2017

"It was a pleasure to participate in the BAA business architecture training, and I can't even express how much value is provided to help me increase my skills as a business architect. The information I gained will also play a significant role as I formulate plans to enhance the business architecture practice in our organization. [Organizers and leaders] Whynde and William are amazing instructors, and I am so happy that I made the decision to take the training series. Thank you again for all the knowledge sharing and incredible experiences."

— Shraddha M., BAA training participant, San Francisco

JOHANNESBURG, SOUTH AFRICA | JULY/AUGUST 2017

"The training was very effective in delivering the essence of the BIZBOK in a very logical and practical way. The course provided a solid foundation in understanding business architecture, the core, and extended domains, how they integrate and are applied in business scenarios. What is offered by Business Architecture Associates is relevant for both entry-level and more seasoned business architects who wish to ground themselves in industry best-practice."

— Sonja C., BAA training participant, Johannesburg

LONDON | NOVEMBER 2016

"The course equipped me with the language, knowledge, and tools needed to align business and operating models and represent what the business does via a formal discipline that is business architecture."

— Razzi K., BAA training participant, London