The day started with a vision on Business Models by Alex Osterwalder. Followed by an interview held with the book team: Yves Pigneur, Alan Smith, Tim Clark, Alex Osterwalder and Patrick van der Pijl.
In the Business Model Carousel, real life practices on business model implementation were presented amongst others DSM by Bas van Oosterhout, Seats2meet.com by Marielle Sijgers and National Archive by Harry Verwayen. Jam ended the session with a Business Model drawing contest.