Het ei van columbus

Innovation think hotel

How can you become more innovative, add value to the world and be indispensable for future markets? The egg of Columbus is an innovation think hotel which turns your business into a great and succesful concept. You can check in with a challenge and check out with a groundbreaking innovation. 100 top out of the box thinkers will help you to achieve it.

Thinkers like Edward de Bono, Oliviero Toscani, Daan Roosegaarde, Tyler Whisnand, Alexander Klöpping, Erik Kessels, Wim Michels and Fons Trompenaars will be present. The idea of ​​this innovation think hotel is to find solutions beyond the analytical thinking process. These thinkers are trained in conceptual thinking, to think both analytically and out of the box, in order to add value to the world of tomorrow. The next innovation thinking hotel will take place on October 12th. The method is used from the book 'The Egg of Columbus'. The method uravels how to come up with innovative ideas that improve the world at the same time.

Discovery Day

October 12th is the day Christopher Columbus discoverd the Americas. He changed worlds history in one blow. On this very day, we are going to write history with the innovation hotel. 400 companies check in with a business challenge and check out with a cutting edge innovation that will change the world of tomorrow. 

Successful companies do something that others don't. They latch onto a megatrend, the latent needs of target groups and solve a social problem. Megatrends are initially invisible because they slowly rise and change the norms and value patterns of our society. If you want to innovate, it's important to respond quickly to it and to bring renewal to what our society really needs. Management guru Michael Porter predicts that companies of the future will only make a profit if they solve a world problem. Think of a football for children in developing countries that do not have electricity. The ball charges when they play soccer and at the end of the day it is a lamp to do your homework with. So if you produce footballs, you can simultaneously solve a world problem at the same time and become more valuable to society. And that is what this think hotel is about. We will help you to find your 'Egg of Columbus' on October 12th.

Overview of Thinkers


Oliviero Toscani

Italian photographer and creative director. Worldwide he is best-known for designing controversial advertising campaigns for Italian brand United Colors of Benetton. He photographs social issues that have been considered a taboo in our society. For instance, he portrayed a man dying of AIDS, a black woman breastfeeding a white baby and a nun kissing a priest.

How does it work?

You check in with a business case and check out with an innovative solution. Each half hour a thinker will visit you to come up with a new insight to solve your question. The questions that are presented can be very divers

A few weeks before the start of the innovation thinking hotel, the questions are already submitted to the thinkers. This way we will achieve better results. On October 12th the thinkers will gather in the think hotel and brainstorm together. More additional questions can be asked to retain better results.
What kind of business cases will be submitted? For example: How do I get other funding opportunities for my business than the traditional ways? Or how do I get my innovation implemented? How can I innovate successfully and make my company future proof? Or how do I get 200 skilled trained workers in short notice? The questions are diverse but always linked to the growth and innovation of the company. The method of the book 'The Egg of Columbus' is the guiding principle of the day. In preparation for the day, the company's 'Why' and 'DNA' will be formulated. These are linked to megatrends and social challenges, making the company indispensable for future markets.

The masterclass is designed for CEO's, directors, business developers, (innovation) managers and professionals who understand that all business models are finite and who are eager to innovate their business timely.

Wednesday, September 20th: Issues will be submitted
Thursday September 21th: thinkers start to prepare
Thursday October 12th: think hotel and brainstorm thinkers
Thursday October 12th: All solutions will be recorded
Thursday October 12th: The best ideas are further explored
Thursday October 26th: the elaborated ideas will be presented

The best innovations are shared with the press with permission.
For participation and prices please contact: info@heteivancolumbus.net

About us

Our mission is to improve the world by 'another' way of thinking, or in other words, out of the box thinking. Conceptual thinking requires the usage of left and right hemispheres thnking simultaneously. As a result of this, you will come up with exceptional, value adding ideas.

95% of the people is predominantly analytical. The other 5% is more creative. But no worries, you can train your brain. By bringing the two hemispheres into balance, you will come up with groundbreaking, out of the box ideas. For example, a ball for children in developing countries that charges whilst they play soccer. At the end of the day, during the night, they can stick a lamp in the ball to make their homework with.
Every year, we solve a major social problem that companies benefit from. The first theme that we have tackled was food waste. Worldwide, we are wasting 1.3 billion tonnes of food (50% of what we produce). Meanwhile, nearly one billion people are hungry, our earth is being depleted and our world population increases from 7 to 9 billion in 2050 (source: University of Wageningen). Therefore, we came up with 100 solutions against food waste. Participating companies: FrieslandCampina, Univeg, Tetra Pak, Bake Five and La Place. The organizations can use the solutions to gain profit, reduce their waste and gather new ideas.


While developing a groundbreaking concept, we examine the DNA of a company and study the megatrends that are in line with the core values ​​of the company. When you connect them to latent needs of target groups and simultaneously solve a relevant world problem, your company will be future-proof and conquer future markets.

We thereby follow the method of 'The egg of Columbus', a book and eponymous thinktank that developed innovative, out of the box concepts. Think of talking medicine packages that can remedy 16.000 hospitalizations on a yearly basis, since many people can not read the small font on the leaflet and therefore use the medications incorrectly. Making the world a better place is not so difficult. You just need to start.

Or think of a supermarket of the future, where you don't scan the products but your wrist. Most people don’t know if they have a lack of something in their body. Everyone has a mineral or vitamin deficiency. If you are not aware of the symptoms, the symptoms will come out only years later and you get sick, but you don’t know where it came from. Therefore, it is important to be informed in advance of your deficiencies. But who is going to inform you about that? Here is an opportunity for the market. A supermarket that becomes your health coach and who will advise you on what vitamins and minerals you need and tailor your grocery list to supply you with the things your body needs.

The Egg of Columbus connects your organizations DNA, with emerging megatrends, and at the same time addresses a world problem. In this case, we make health care affordable.


It is relatively unknown what out of the box thinking can do for businesses. Therefore we explain as much as we can what positive effects disruptive thinking can bring to complimcated long-term problems. This motivates us to work even harder and help companies to develop groundbreaking concepts.

Concepts that add value and make the world of tomorrow better and better. Below you can read about the innovative results the thinktank 'The egg of Columbus' has achieved so far. Sign up for our newsletter if you want to keep up with the latest developments: info@heteivancolumbus.net.


If you have questions about the master class, the innovation game or if you want to book a suite with the thinkers at the Amstel Hotel, please contact the organization 'The egg of Columbus'. You can reach us at:

0031(0)20 6388770
Papaverweg 29d
1032 KE Amsterdam

KvK Amsterdam:
BTW nr: NL 8187.35.521.B01


The masterclass and and the innovation game will both be held at the Amstel Hotel. Both activities start at 9am. You are welcome from 8.30am.

The Amstel Hotel
Professor Tulpplein 1
1018 GX Amsterdam



Parking garages
Q-Park Centrum Oost: Wibautstraat 3, Amsterdam;
Q-Park Weesperplein: 1e Boerhavestraat, Amsterdam;
Stopera Parking Garage: Waterlooplein 28, Amsterdam;

Public transport
From Amsterdam Central Station and Amstel Station you take subway 51, 53 or 54 to Weesperplein. Choose exit Amstel/Sarphatistraat. When you walk at street level go straight on into the Sarphatistraat. After 100 meters you see the Hotel on your left side.

Bedankt voor uw inschrijving

U ontvangt zo spoedig mogelijk een bevestiging in uw mailbox met alle praktische informatie over de innovatieve brainstormsessie.