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Jonathan Hunsley

Jonathan is the Service Development Director for Assist Knowledge Development Ltd. He is an experienced business architect and has worked across several sectors including consultancy, financial services and automotive.


One of his chief interests is researching frameworks and techniques that can be applied across business architecture, business service design and business analysis. His current work is focused on coaching, consultancy and formal training delivery including: Business Service Design, Business Architecture and Customer Experience Analysis. Jonathan is an active participant and sometimes host of the BA Brew Business Analysis podcast. He has also contributed to several industry publications such as Business Analysis (4th Edition) and Business Analysis Techniques (3rd Edition).


Jonathan holds a blue belt in Taekwondo. He practiced kick boxing for several years and in his early years also tried martials arts disciplines such as karate, judo, kung fu, boxing, jiu jitsu and tai chi.

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Journey to Black Belt Business Analyst: Personal Insights From The World of Martial Arts

Martial arts offer millions of students across the globe the opportunity to build confidence and discipline while also developing self-defence skills. They come in many different shapes and sizes including examples such as judo, karate, taekwondo, kung fu and tai chi to name just a few.


This session will consider the field of martial arts and will explore what lessons can be learned and applied by business analysts to achieve better outcomes. It focusses on business analyst practitioners becoming the very best change professionals that they can be. This is key to future proofing our profession in an environment of volatility, uncertainty and increased customer expectations.


The session will include personal insights to a martial arts journey that has spanned 20+years and will consider aspects such as:

- What does it mean to be a ‘Black Belt Business Analyst?’

- The application of martial arts principles to professional development

- The importance of multidisciplinary approaches in the achievement of outcomes

- The importance of discipline and situational awareness

- The need for lifelong study and learning

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