Business Model 3.0 Visual Guide

Seven Years On, the External Environment Has Changed

Seven years have passed since the previous volume, "Business Model 2.0 Visual Guide," was published in 2018, and the external environment surrounding business has changed greatly.

・The acceleration of technological evolution such as generative AI ・Changes in social structure and lifestyle due to pandemics and disasters ・Geopolitical risks and unpredictable changes in the macro external environment ・An increase in complex social issues that cannot be solved by a single organization alone

Against this backdrop, this book newly sets "co-creativity" and "adaptability" as its axes and introduces the concept of "Business Model 3.0."

What Is Business Model 3.0

Moving on from Business Model 1.0, which centered solely on making money, the previous volume defined business models equipped not only with economic value but also social value and creativity as "Business Model 2.0." Going further, this volume adds "co-creativity" and "adaptability" to those three and defines "Business Model 3.0."

"Co-creativity" means that the era is shifting from companies providing value alone to an era of creating value together with stakeholders. "Adaptability" means that, rather than predicting the future and preparing the right answers, what is questioned is the ability to keep changing oneself amid intense change. This book introduces business models equipped with both, through 50 cases.

From a Static Guide to a Dynamic One

Whereas the previous volume captured business models as something "static" at a single point in time, this book focuses on the "dynamic" structures that keep evolving.

The previous volume introduced 100 case studies across two pages each; this book narrows the number of cases by half to 50, doubling the page count per case to four. That makes it possible to present deeper information that lets you follow the story of how a business model changed.

Each case is composed of four pages, with the "before-change" diagram on the first page and the "after-change" diagram on the fourth. By comparing these two BEFORE/AFTER diagrams, you can follow the change in the business model.

Contents

Full Text Released Before Sale

Ahead of this book's release, we are publishing the full text for free, with no time limit, on the official ZUKAI note.

The background that led to the full-text release, the thoughts behind "Business Model 3.0 Visual Guide," and the overall picture of the book are described in detail in the press release.

Read the press release (in Japanese)

Overview of the Full-Text Release

Release date: December 23, 2025 Released on: note, ZUKAI official account Format: Full text, free, no time limit Scope: All pages, from the prologue to the final chapter

About the "Co-Creative Editorial Office" Production Structure

This book was written by nearly 15 diverse members who gathered through a call put out on social media, participating in production as a "co-creative editorial office." This is an attempt to value "co-creativity" — one of this book's concepts — right from the production stage.

Starting from setting out compensation distribution and policies, the members divided up and carried forward every process involved in making the book: research, interviews, writing, editing, review and promotion.

See the details (in Japanese)