As our empirical findings show, repeating patterns build the core of many new business models. This finding works perfectly well for every prospective business model innovator, as thinking outside the box is hard to do from scratch. The structured set of 60 business model patterns falls right into place when trying to overcome mental barriers that may block the road towards new ideas.¹³

The key premise for a successful application of the Business Model Navigator is an in-depth understanding of these 60 patterns. Creative imitation and recombination require a deep comprehension, as imitation does not merely mean pure copying. Rather, a business model must be applied to one’s own situation and thereby understood with regard to its overall meaning, key success factors and peculiarities. Only then may the power of recombination and creative imitation be released.

In this part, the 60 business model patterns are explained in detail. The descriptions provided here are enhanced with content on early origins, description of the general logic, triggering questions, graphics and a great number of practical examples and anecdotes. In this way, you will gain deep insight into every pattern and expand your knowledge.

Key takeaways from this part of the text are:

• To innovate your company’s business model, you don’t need to reinvent the wheel – most of the successful business model innovations from the past can be traced back to at least one of these 60 business model patterns.
• A business model pattern is not restricted to a single industry but can be applied in various settings – the key to business model innovation is to find a way to apply a business model in a context that has not been used before.
• Take the 60 patterns as a common ground for the rethinking of your own business model and for the creation of entirely new business models.
• These patterns are not carved into stone – other innovative concepts, as, for example, by recombining, may evolve while reading this part.