When I see the framework of the business model canvas its interesting to point out that there is no mention about competitive, instead, it talk about partners. It doesn't say that we have to forget about the competitive arena but change our point of view about it. We've been, for decades, in terms of competitiveness. To be the first among everybody in the same way to do determined activity. Chasing the excellence, to be above the average, watching too much in the rearview mirror for any sign of a potencial aggressor. We keep this way of living, take a look in education, sports, relationships, all of this is about competitive.We turned into fanatics of competitiveness, so, the logical result: neurosis. So, this new approach of business modeling give us the opportunity to change the switch, from a reactive mode to a crative mode, what does it mean? just be natural, and I'm gonna put it this way: the enormous level of consciousness with which we are able to affect the environment in which we live and share, the same environment does not possess nor impose. We don't have much margin to keep being competitive, we have a vast universe to be creatives. So, there are some words that we should use less and less.