Amon van den Borg is CEO and co-founder of Arts en Zorg, the largest primary care organization in the Netherlands. After a career in the military, Amon changed his focus to healthcare, where he started in medical project development in emerging economies. This experience convinced him of the importance of demand and data-driven organized healthcare to make good quality healthcare accessible to everyone. He is a firm believer in entrepreneurship to achieve meaningful innovations. During the last five years, he has set his organization on a path to cultural and technological transformation. Amon lives in Bussum (near Amsterdam) in the Netherlands. He is married and has three adult children. His interests range from outdoor sports to history, arts, and music..