The annual conference of the Business Architecture Guild - a BAR professional association known for the BIZBOK® Guide - took place in Brussels this year. We visited the event and learned about the importance of BAR, or Business Architecture. BAR is a relatively new discipline, which is still in search of uniformity and recognition. What is Business Architecture exactly and how is it implemented in practice? What is the added value of BAR and how can you convince the C-level management of this? We gathered different opinions during the conference and examined the best practices.