Our new book, "Business Model 3.0 Visual Guide" (KADOKAWA), went on sale on January 26, 2026. It reads, through diagrams, 50 business models that make both a positive effect on society and a profit.

The full text has been available on note since before the release.

What "3.0" adds

"Business Model 2.0 Visual Guide" (2018) looked at business models along three axes: social, economic and creative. This book adds two more, co-creative and adaptive, for five in all.

  • Economic: the ability to produce profit and results
  • Social: taking a wide range of stakeholders into account, and building relationships that leave no one out
  • Creative: a "structure of paradox" that turns an accepted idea around to create new value
  • Co-creative: "designing relationships" so that value is grown together with employees, customers, communities and society
  • Adaptive: "designing time," so that an organization keeps updating its own mechanisms on the assumption that things change

How it differs from the 2.0 book

The 2.0 book drew each mechanism as it stood at one point in time: 100 cases, two pages each.

The 3.0 book follows how a mechanism changed: 50 cases, four pages each, with a BEFORE diagram and an AFTER diagram, plus notes on the issue, the response or concept, and the result.

Structure and the 50 cases

After the introduction, "What is 'Business Model 3.0'?", the book has four chapters, one for each type of change.

Chapter 1, "Find": discovering new customers and demand (7 cases) Langaku / Arc & Beyond / esse-sense / Innoqua / Community Nurse / URASHIMA VILLAGE / BIOTA

Chapter 2, "Expand": entering new markets and regions (16 cases) Timee / HERALBONY / Otetsutabi / wash+ / ECrowd / ADDress / RENATUS ROBOTICS / Gojo & Company / HADO / Gyaku-Propo / EF Polymer / NEWLOCAL / Oishii Farm / The Elephant People / Aravind Eye Hospital / Fairphone

Chapter 3, "Deepen": pursuing new products and value (17 cases) Marui Group / MOTHERHOUSE / Hoshino Resorts / QUON Chocolate / CRISP SALAD WORKS / find / Musubie / Kamiyama Marugoto College of Design, Engineering and Entrepreneurship / Haishagashira / CLOUDY / Jiba FOOD / SEKAI HOTEL / Uchu Suidokyoku / Sea Vegetable / Be My Eyes / Alife Holdings / KOTO

Chapter 4, "Step Forward": taking on new fields and situations (10 cases) Yojiya / VALUE BOOKS / Nakagawa Masashichi Shoten / Borderless Japan / NOT A HOTEL / Congrant / Kuradashi / Ecosia / Tony's Chocolonely / Too Good To Go

Each chapter ends with a checklist, and the book closes with a guide to diagramming a "Business Model 3.0" yourself.

How the book was made

In July 2025 we set up the "Business Model 3.0 Visual Guide editorial team," and carried out the research, interviews, writing and review together with its members. The companies and organizations featured in the book cooperated with interviews and fact-checking.

Book details

  • Title: Business Model 3.0 Visual Guide (ビジネスモデル3.0図鑑)
  • Author: Tetsuro Kondo
  • Publisher: KADOKAWA
  • Release date: January 26, 2026
  • Price: 3,300 yen (3,000 yen plus tax)
  • Format: B5 variant, 258 pages
  • ISBN: 9784046075727