One of our main preoccupations at the Business Ecology Initiative has been how companies tackle the challenge of business design – and by that we mean everything from strategy to architecture to governance. I recently had the pleasure of talking with one of the leading practitioners of business architecture today, William Ulrich, president of management consulting firm TSG Inc., and founding member of the Board of Directors of the Business Architecture Guild. Bill is one of those unique individuals who can think and communicate about things at a strategic, conceptual level – and at the same time roll up his sleeves to help people on the front lines of organizations get things done. We talked about the work of the Guild and its newly released Business Architecture Handbook – a pragmatic resource for business architects. The following is a 20 minute excerpt of our conversation.