With 110 first-year students, plastic was fished in the canals of Amsterdam on Monday, May 6. A fun, informal kick-off of the "Multiple Value Creation in the Purpose Economy" education module, with a very serious edge. Plastic waste, in particular water pollution from plastics, is a hot item. Together we all contributed to get rid of the negative impact of Liberation Day. The proceeds were large - sometimes even literally – catching even bicycle baskets and royal crowns.

Plastic Whale, which organised the outing, is an excellent example of a company that has managed to "market a gap in society". What started as a dream "plastic-free canals of Amsterdam" became an extremely successful Business Model with multiple value creation as a result.

With the first loads of plastic boats were manufactured. Then Starbucks indicated that they wanted to pay money for company outings with those boats. The demand is now high, there is an expansion to Rotterdam and no longer only boats but also furniture is produced. And not just furniture but "FAAS"; Furniture as a Service. Are you tired of the furniture, they just go back to the owner. In short, a Purposeful Business Model with recurring revenue streams and a positive impact on Planet and Profit.

For the students it was not only fun but also educational. Various students indicated "I have a better feeling about myself, I have indeed meant something"; whether or not inspired by groups of smiling and applauding tourists on the quay. The purpose economy not only means "contribute", but it also means "roll up your sleeves".

The students will now start working more extensively on purposeful innovation of an existing business model of a tourism company. Nice to see which initiatives are already developing; smoothies from over date bananas, bags (from recycled net curtains) with flower seeds for bees and insects, vegetarian meals, walking with lonely elderly people etc.