275 process The core team, consisting of Alexander, Yves, and Patrick start the project with a number of meetings to sketch out the business model of the book. The Hub is launched to co-create the book with business model innovation practitioners throughout the world. Creative Director Alan Smith of The Movement hears about the project and puts his company behind it. Finally, Hub member Tim Clark joins the core team after recognizing the need for an editor. The group is completed by JAM, a company that uses visual thinking to solve business problems. An engagement cycle is started to pump fresh “chunks” of content out to the Hub community for feedback and contribu- tions. The writing of the book becomes completely transparent. Content, design, illustrations, and structure are constantly shared and thoroughly com- mented upon by Hub members worldwide. The core team responds to every comment and integrates the feedback back into the book and design. A “soft launch” of the book is organized in Amsterdam, Netherlands, so members of the Hub can meet in person and share their experiences with business model innovation. Sketching out participant business models with JAM becomes the core exercise of the day. Two hundred special limited edition prototypes of the (unfinished) book go to print and a video of the writing process is produced by Fisheye Media. After several more iterations the first print run is produced. toolS uSeD strategy: • Environmental Scanning • Business Model Canvas • Customer Empathy Map content and r&d: • Customer Insights • Case Studies open process: • Online Platform • Co-Creation • Access to un finished W ork • Commenting & Feedback design: • Open Design Process • Moodboards • Paper Mockups • Visualization • Illustration • Photography the numbers 9 years of research and practice 470 co-authors 19 book chunks 8 prototypes 200 copies of a messed up test print 77 forum discussions 287 Skype calls 1,360 comments 45 countries 1 3 7, 7 5 7 views of method online before book publishing 13.18 GB of content 28,456 Post-it™ notes used 4,000+ hours of work 521 photos MADE I N. . . Written: Lausanne, CH Designed: London, UK Edited: Portland, USA Photographed: Toronto, CA Produced: Amsterdam, NL Events: Amsterdam & Toronto bmgen_final.indd 275 6/15/10 6:01 PM