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Keywords: Impact assessment, strategy, business modelling, visual thinking, black & white 50mm photography. I am currently responsible for the strategy, business development and impact assessment of Europeana, Europe’s Library, Museum and Archive. I am passionate about the design and implementation of new business models and impact frameworks that will support Europe in its aim to make our complete heritage openly accessible for work, learning and pleasure. I think we need that. Prior to this I worked at the Amsterdam based think tank Knowledgeland where I was responsible for business model innovation in the cultural heritage sector. I am trained as historian and have worked over ten years i