Amon van den Borg is CEO and co-founder of Arts en Zorg, "the largest primary care organization in the Netherlands." Following a military career, he transitioned to healthcare, beginning in medical project development within emerging economies — work that shaped his conviction that demand- and data-driven organized healthcare is what makes good quality healthcare accessible to everyone. He champions entrepreneurship as a vehicle for meaningful innovation, and over the past five years has directed his organization through cultural and technological transformation. Amon lives in Bussum, near Amsterdam, and is married with three adult children; his interests include outdoor sports, history, arts and music.