This book is an attempt to express how the "dynamic change" of business models can be represented. Taking into account the social and industrial environment that has changed dramatically since the previous volume, it sets "co-creativity" and "adaptability" as new axes and, from the perspective of how companies co-create with various actors and how they adapt to the times, carefully selects and features 50 notable companies from Japan and abroad, plus a few more.
From founding and the past, to the present, to future evolved forms, each is introduced with two diagrams plus commentary, deeply exploring "why that business model changed" and "how it has adapted."
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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 of the times, this book newly sets "co-creativity" and "adaptability" as its axes and introduces the concept of "Business Model 3.0."
Moving on from Business Model 1.0, which centered solely on making money, the previous volume "Business Model 2.0 Visual Guide" 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 the era is shifting toward one in which, 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 these two qualities through 50 case studies.
Whereas the previous volume captured business models as something "static" at a single point in time, this book is a visual guide that focuses on the "dynamic" structures that keep evolving.
Business Model 2.0 Visual Guide introduced 100 case studies across two pages each, but this book narrows the number of cases by half to 50, doubling the page count per case to four pages. This 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 page; by comparing these two BEFORE/AFTER diagrams, you can follow the change in the business model.
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 below, so please read it together with the note.
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
[Table of Contents Overview]
Prologue: What is "Business Model 3.0"?
Chapter 1: "Discover" — Identifying new customers and demand
Langaku, Arc & Beyond, esse-sense, Innoqua, Community Nurse, URASHIMA VILLAGE, BIOTA
Chapter 2: "Expand" — Entering new markets and regions
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
Marui Group, Mother House, Hoshino Resorts, Quon Chocolate, CRISP SALAD WORKS, find, Musubie - National Center for Children's Cafeterias Support, Kamiyama Marugoto College, Haisha-gashira, CLOUDY, G-ber FOOD, SEKAI HOTEL, Uchu Suidokyoku, Sea Vegetable, Be My Eyes, Alife Holdings, KOTO
Chapter 4: "Step Forward" — Taking on new domains and situations
Yojiya, Value Books, Nakagawa Masashichi Shoten, Borderless Japan, NOT A HOTEL, Congrant, Kuradashi, Ecosia, Tony's Chocolonely, Too Good To Go
Bibliographic Information
Title: Business Model 3.0 Visual Guide
Publisher: KADOKAWA
Release date: January 26, 2026
Pages: 258
Format: B5 variant size
Price: 3,300 yen (3,000 yen + tax)
ISBN: 9784046075727
Author: Tetsuro Kondo
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 producing a book, including research, interviews, writing, editing, review, and promotion. For a detailed explanation, please see the note article below.
Read the details here