The document discusses business model innovation through recognizing patterns. It identifies three types of business model innovation: product, customer, and revenue innovation. Examples are provided for each type. Product innovation includes improving performance, sustainability, customization, extra services, localization, and design. Customer innovation involves finding new markets, sales channels, loyalty programs, service, community building, and co-creation. Revenue innovation examples provided are one-time payments, subscriptions, freemium models, advertising, pay per use, and bait-and-hook strategies. The document advocates recognizing these patterns from other companies to help pivot and experiment with new business model innovations.