On 26 March 2015, IFMA Belgium and Wolter-Kluwers Education organized the 'FM Day' in Berchem (Antwerp), Belgium. This keynote focusses on the realization that FM is caught in the commodity trap and new thinking is necessary to create strategic growth opportunities. For more information: ianvanderpool@pjstrategy.com or www.pjstrategy.com | +31 6 46414343