Het ei van columbus


How can you become more innovative, add value to the world and be indispensable for future markets?
The egg of Columbus is a method which turns your company into a successful concept in eleven simple steps. Therefore join our innovation game on the 1st of June at the Amstel Hotel. Check in with a problem and check out with an innovative solution. 

World's top 100 thinkers will support you on your way: Edward de Bono, Oliviero Toscani (Benneton), Daan Roosegaarde, Alexander Klöpping, Tyler Whisnand (Apple) and Thomas Rau (Circular Economy Award). On the same day a Masterclass will take place at the Amstel Hotel too. All day long you can listen to game changers who disrupt the market and change the rules of the game. The book and method can also be purchased at info@heteivancolumbus.net

Innovation game

On Thursday, June 1st the world's top 100 thinkers will gather at the Amstel Hotel. Companies can book a private suite for half a day. Every half an hour one thinker will visit your suite to help solve your business problem. The innovation game will be played in the halls of the hotel. After completing all the assignments in the halls you transformed your company or product into an innovative concept.

Successful companies do what others don’t. They quickly align with megatrends and the latent needs of target groups. Megatrends are initially invisible. They come up very slowly but change the norms and value system of our society. If you want to grow your business, it is important to respond quickly to this demand and provide innovative solutions for the global megatrends. Refreshing out of the box solutions our society is really waiting for.

By connecting your company DNA to a megatrend and by solving a societal problem, you will become of great importance to the world. Make your business indispensable. Conquer a place on future markets and turn your organization into a groundbreaking concept on June 1st.

Program Innovation game
Hall 1: Determine your ‘Why’ and Big Hairy Audacious Goals. Victor van Tol (Snappcar) leads you.
Hall 2: Determine DNA and Latent needs with Rob Meyn and Wessel Berkman.
Hall 3: Link mega trend to ‘Why’ and choose which world problem you are going to solve.
Brainstorm 100 thinkers, Wim Michels, Hallo Academy.

Daan Roosegaarde            Alexander Klöpping
Edward de Bono                 Fons Trompenaars
Oliviero Toscani                  Lorenzo de Rita
Alexander Rinnooy Kan      Jörgen Raymann
Annemarie van Gaal           Thomas Rau
Rob Wijnberg                      Tejo Remy
Teun Castelein                    Remy Kurpershoek
Aniela Hoitink                      Monique Juffermans
Renee Boute                       Wieki Somers

Selection of ideas and refinement to a successful concept.

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.

Overview of Experts


'Start with Why'

The most important essence for creating a good concept, is to start with the reason why an entrepreneur started his company or developed a new product. Behind every successful brand lies the same way of thinking, acting and communicating. Which is the completely opposite of how the majority thinks, acts and communicates. These compa-nies start doing business from their 'Why'.
During this workshop you’ll formulate your 'Why'.


At Theater Carré, you can listen to keynotes from leading innovators. This day-long program enables you to learn more about developing innovative concepts and how you can train your brain in disruptive thinking.

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 learn about innovating their business timely.

Game changers such as Tesla Motors and online supermarket Picnic explain how you can make a difference. After attending the masterclass, your business is ready to grow. With an innovative concept you'll add more value, you'll be distinctive and ready to stand out. Think of Adidas. A brand that has been making high performance sportswear for years and is now starting a new line of sneakers made out of ocean waste in effort to reduce plastic in waters around the world. They are spinning the problem into a solution: the threat into a thread. 


Morning program
09.00-09.30: Alexander Rinnooy Kan, what is innovation about?
09.30-10.00: Erik Scherder, improve ability to think creatively.
10.00-10.30: Edward de Bono, the need of different thinking.
10.30-10.45: Break
10.45-11.30: Bas van Abel, Fairphone: how innovate differently.
11.30-12.00: Monique Juffermans, method disruptive innovation.

12.00-13.00: Lunch break and networking with interesting people

Afternoon program
13.00-14.00: Brainstorm with genius thinkers.
14.00-15.00: Interview with game changers, Tesla, Picnic and Blendl?
15.00-15.15: Break
15.15-15.45: Paul Hughes, innovation makes the difference.
15.45-16.15: Thomas Rau, an architect, become truly innovative. 
16.15-16.45: Daan Roosegaarde, how to design the future.
17.00-18.00: A drink with the keynote speakers and thinkers.




Kim Liebregts

The California-based company Tesla Motors, designs and builds electric cars and renewable energy storage. Disruptive innovation and Tesla have gone hand in hand from the beginning of the company in 2003. The Mission of Tesla Motors is to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible. Kim Liebregts, Country Director Netherlands, will tell everything about the world improving innovations of Tesla Motors during her keynote speech on June 1st.


There are three different ways of participating in this event. At the Amstel Hotel, you will have the opportunity to follow a master class which features a number of innovative speakers. You can also participate in the innovation game or book one of the VIP suites.

The participation fee for the master class at the Amstel Hotel is 699,- euro (excl. VAT). You will be able to listen to engaging keynotes all day long. Transform your company into a successful innovative concept and receive the book 'The egg of Columbus' with the method to take home.

Subscribe now to ensure your place! Coffee/tea, lunch, drinks, documentation and the book are included. Are you an early bird? Then you can enjoy the company of one of the keynote speakers during lunch.

Innovation Game in Amstel Hotel with 100 thinkers
The participation fee for the innovation game is 1.500, - Euro (excl. VAT). You check in with a problem and check out with a solution. The 100 conceptual thinkers will come up with groundbreaking ideas

You will pass the 11 halls of the Amstel Hotel and encounter 11 experts. At the Mirror Room you will be supported by 100 genious thinkers. The method of the book 'The egg of Columbus' is leading throughout the day. You will be challenged and helped to devise an innovative concept in an inspiring and stimulating environment.


VIP suite with visits of famous thinkers 
Every half an hour an exceptionlal thinker will visit your VIP-suite. You can select your own group of thinkers. Your business case will be prepared beforehand. The thinkers will come up with refreshing ideas. Price on request. Send mail to: info@heteivancolumbus.net.

Group Package
We have special group arrangements for organizations that delegate multiple participants. A lower participation rate is part of the deal. But we also have experience with a variety of other options that make it extra effective and attractive for groups to participate. Contact 'The egg of Columbus' (020-6388770).

Cancellation is only possible up to three weeks before the masterclass. Please keep in mind that you will be charged with a cancellation fee of 125,- euro. If you exceed your cancellation period, the fee has to be paid in full. If you unexpectedly are unable to attend, you can always be replaced by a colleague, if this is provided to us in a timely manner.

If you have any questions about this master class, innovation game or VIP-suite, you can contact 'The egg of Columbus' by phone: 020-6388770 or mail: 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.


It is relatively unknown what out of the box thinking can do for businesses. Fortunately, the media picks up quickly. In this way, we can explain to more people what positive effects disruptive thinking can bring to complicated, long-term problems.

This motivates us to work even harder and help companies to develop groundbreaking innovative 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. 





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;
Carré Parking Garage: Nieuwe achtergacht, Amsterdam;

Public transport
From Amsterdam Central Station and Amstelstation you take subway 51, 53 or 54 to Weesperzijde. From Weesperzijde walk east through Sarphatistraat and take the second road to the left, the Prof. Tulpplein. You have arrived at the Amstel Hotel.


Bedankt voor uw inschrijving

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