The book is divided into five sections: 1 The Business Model Canvas, a tool for describing, analyzing, and designing business models, 2 Business Model Patterns, based on concepts from leading business thinkers, 3 Techniques to help you design business models, 4 Re–interpreting strategy through the business model lens, and 5 A generic process to help you design innovative business models, tying together all the concepts, techniques, and tools in Business Model Generation . The last section offers an outlook on five business model topics for future exploration. Finally, the afterword provides a peek into "the making of" Business Model Generation . 1 Canvas. Definition of a Business Model. The 9 Building Blocks. The Business Model Canvas. 2 Patterns. Unbundling Business Models. The Long Tail. Multi–Sided Platforms. FREE as a Business Model. Open Business Models. 3 Design. Customer Insights. Ideation. Visual Thinking. Prototyping. Storytelling Scenarios. 4 Strategy. Business Model Environment. Evaluating Business Models. Business Model Perspective on Blue Ocean Strategy. Managing Multiple Business Models. 5 Process. Business Model Design Process. Outlook. Outlook. Afterword. Where did this book come from? References.