Join Biz Arch Mastery

Join the Waitlist

Open enrollment in all but the Basic tiers is closed. To get on the waitlist for the Inner Circle and Tribe Leader tiers, sign up below.

There are three options available when you join Biz Arch Mastery.

Just starting out? The Basic (free) plan gets you going in the right direction whether you are a business architecture practitioner, business architecture practice leader, or other professionals who want to learn more about the discipline and its usage. This option is open to anyone, anytime.

Business architecture practitioners and practice leaders who are looking to accelerate and advance their careers and mature their organization’s internal business architecture practices will appreciate the immersive and practical opportunities that are available when you enroll in either the Inner Circle or Tribe Leader plan.

Inner Circle and Tribe Leader Enrollment is Currently Closed

Presently, both the Inner Circle and Tribe Leader plans are full and closed to new enrollment. To be added to our waitlist, please click the Inner Circle or Tribe Leader "Learn More" button below and complete the form. You will be notified when open enrollment begins and updated on your enrollment status.

Tiers and Pricing





Basic Tier Icon

Get started on your self-guided journey. 


  • Learning Pathways

  • StraightTalk professional blog and in-depth resources

  • Image library

  • Access to all free resources

  • FABAQ (Frequently Asked Business Architecture Questions)

  • Monthly newsletter

Create Free Account

Inner Circle



You save $189 when billed annually 

Inner Circle icon

 Learn through in-depth programs with group coaching and community building.

Open enrollment is closed. Check back soon for updates.

Everything included in Basic tier plus...

  • Free access to all premium resources

  • Monthly small group coaching, including 1-hour of instructional coaching and 1 hour of group Q&A with problem-solving exercises

  • TribeTalkTM (online collaboration platform for in-depth Q&A and discussion)

$99/month when billed monthly

Tribe Leader



you save $389 when billed annually

Tribe Leader icon

Accelerate your learning with individualized programs and coaching. 

Open enrollment is closed. Check back soon for updates. 

Everything included in Inner Circle and Basic tiers plus...

  • 1-on-1 individual coaching 1 hour every other month (6x per year)

  • Personal expert access (priority access for quick questions)

  • Annual advisory session or presentation to your executives or team advisory session or presentation

$199/month when billed monthly


Which advanced tier is right for me – Inner Circle or Tribe Leader?

Inner Circle is for you if…

You want to focus on the application and practicality of business architecture.

If you know the business architecture theory or are learning it, the Biz Arch Mastery Inner Circle is where you can learn it better and apply it for results. We focus on practical approaches for building and using business architecture for value as well as creating successful internal business architecture practices. We go deep and put the learning in a real-world context, continually sharing new ideas, techniques, approaches, and tools.

You want someone to care about your success and guide you through the process.

Part of the challenge with business architecture is figuring out where to start and how to navigate all of the different perspectives, information, and resources that are available. Inner Circle gives you a personal guide through the process so that you can learn and acquire just what you need one step at a time, when you need it, completely tailored to your unique goals and situation. 

You want to learn in community and build your tribe.

Inner Circle allows you to leverage the collective wisdom and power of community. You get to build your own tribe of confidants and collaborators, who you will learn and share with during the program and if you choose, throughout your career. Inner Circle cohorts are thoughtfully formed to create a compatible and diverse group of high-caliber colleagues, who are all serious about their business architecture career and success.

You are looking for a cost-effective solution to start or advance your business architecture career.

The goal is to give you so much value that you feel like you got way more than you paid for. Inner Circle is a good option if you can’t invest in more expensive options right now, but it is also a perfect complement to other options like formal training. And, you get an entire year of learning, assistance, and support from a global expert and your new tribe.

Tribe Leaders is for you if you want all the benefits of Inner Circle AND…

You want personalized, individual coaching.

Biz Arch Mastery Tribe Leaders gives you that extra special personal touch. In addition to the group coaching, you also get individual coaching focused on your specific organization and career situation. Get all of your questions answered, get help with that problem you are trying to solve, learn some new ideas for how to leverage or socialize business architecture in that certain situation, and much more. You establish your goals for our time together and we create a learning plan to help you achieve them. Or, you can simply use Tribe Leaders as a way to have your own very personal guide to help you navigate and accelerate your business architecture journey.

Whynde Kuehn, Founder and Managing Director of S2E Transformation Inc. announces the launch of two unique coaching programs – Inner Circle and Tribe Leader – for business architecture practitioners and practice leaders.

Who leads the Inner Circle and Tribe Leader programs?

The Inner Circle and Tribe Leaders Biz Arch Mastery programs are led by global business architecture expert Whynde Kuehn. In addition, outside expert guests may be invited from time to time to further enrich the program when relevant. Anything can happen!

Whynde is a long-time business architecture pioneer, practitioner, educator, author, and recognized global thought leader. Having shaped and practiced the discipline across six continents from about every possible angle from corporation transformation to start ups to the establishment of successful practices within organizations, Whynde provides a wealth of deep knowledge, hands-on experience and best practices with business architecture. She brings a strong business perspective, has an ability to simplify complex concepts in her usual straight-talk style, and provides practical, real-world guidance.

Whynde is the Founder and Managing Director of S2E Transformation Inc., a Co-Founder and Partner of Business Architecture Associates, a Senior Consultant with Cutter Consortium, and a Fellow with the Institute for Digital Transformation. She is also Co-founder, Board Member, Editorial Board Chair, and Academic Chair of the Business Architecture Guild®.  

Whynde has extensive experience in enterprise transformation and planning and was a key architect and leader in one of the largest business transformations in the world. She also led one of the largest business architecture consulting practices. Whynde is known for helping clients build their own business architecture practices and mentoring those practices towards maturity and success.

Leveraging her foundation of architecture, systems thinking and formal education in sustainability, Whynde focuses on architecting ecosystems that unlock new value and innovation, enabling thriving and sustainable societies. She is also passionate about applying solid business approaches and technology to enable non-profits, social enterprises, and cross-sector social initiatives to achieve their missions, with a focus on Africa and emerging nations.

What is the difference between free and premium resources?

Regardless of which tier is right for your needs, you will have access to a wealth of high-quality, unique, and valuable resources that are continually growing.

Free resources on Biz Arch Mastery include learning pathways, FABAQs, and podcasts. It also includes articles, videos, and webinars that are designated as free. With a free sign up in the Basic tier, you can also access StraightTalk and the extensive downloadable image library.

Premium resources on Biz Arch Mastery include primary research reports as well as videos, webinars, eBooks, tools, and other resources that are designated as premium. Premium resources are available free to Inner Circle and Tribe Leaders.

When you are logged in to Biz Arch Mastery, your resource access will be clear and easy to manage based on the tier you have joined.

How do Biz Arch Mastery services compare to formal training and other memberships?

Biz Arch Mastery services are many things, but are not the following:

  • Formal business architecture training or certification – While you will learn a tremendous amount from the available resources and group coaching through Biz Arch Mastery, they are not a substitute for formal, detailed training that teaches the BIZBOK® Guide from end-to-end. Learn more here or find another Guild Accredited Training Partner®. Learn more about the Guild Certified Business Architect® certification program.
  • Business Architecture Guild® membership or the business architecture body of knowledge (BIZBOK® Guide) – While our base approach and thinking are underpinned by the BIZBOK® Guide (though we focus more expansively), Biz Arch Mastery is not the Guild. Become a Guild member here.

Formal training and Guild membership are cornerstones of business architecture career development – and you should pursue each. Biz Arch Mastery is an ideal and unique complement to formal training and Guild membership that enables you to maximize your learning experience and take your business architecture career and internal business architecture practice to the next level.

Can I upgrade my plan?

Yes. To upgrade your level of engagement with Biz Arch Mastery, simply purchase a higher tier.

For example, if you initially joined at the Basic (free) level and you wish to become a paid subscriber as an Inner Circle participant, simply click Inner Circle "Add to Cart" and complete your transaction. The same process works for upgrading from Inner Circle to Tribe Leader. You do not have to cancel your previous plan. The Biz Arch Mastery system will credit you "automagically" for payments already made and charges you accordingly for the upgrade to a higher plan.

Can I downgrade or cancel my plan?

Yes. If you wish to downgrade your level of participation, simply purchase a lower tier. For example, if you joined at the Tribe Leader level and wish to participate at the Inner Circle level, simply click Inner Circle "Add to Cart" and complete your transaction. You do not have to cancel your previous plan. The Biz Arch Mastery system will refund you "automagically" the unused portion of your previous subscription and will adjust your charges moving forward.

We hope you won't cancel your subscription, but if you need to for any reason, you can do so by clicking the My account link and clicking the Subscription tab. From here, simply press the Cancel button for your current subscription. You will see the status change from Active to Canceled. You will also receive an email to confirm your canceled subscription. The unused portion of your subscription will be refunded to your credit card.