About Sam Cordes

I am Sam Cordes, a senior business analyst with 30 years of experience across government, utilities, education, mining, and health. I have spent three decades helping organisations understand their problems before reaching for solutions, which is the core discipline of business analysis and the hardest thing to do well.

In 2024 I founded Ash, a free AI built on everything I have learned across those 30 years. Ash is a virtual business analyst you can ask anything, whether you are a practising BA looking for a quick answer, a project manager trying to understand a concept, or someone who has never had the title but does the work every day.

The Business Analyst’s Toolkit has been my platform for sharing practical BA knowledge since its early days. It has always been about giving analysts the tools and clarity they need to do their best work. Ash is the natural evolution of that purpose, taking three decades of domain knowledge and making it available to anyone who needs it, on demand.

I am based in Coffs Harbour, New South Wales, and I work at the intersection of business analysis, AI, and practical knowledge design.

If you want to explore Ash, start here: ash.businessanalyststoolkit.com