The tagline ‘Open Mind Sharp Business’ expresses the correlation between the mentality and the business climate of the Amsterdam region. ‘Open mind’ refers to the region’s diversity, inclusiveness, openness to new ideas and quality of life. ‘Sharp business’ emphasizes innovation, entrepreneurial spirit and the ability to do business swiftly. I am one of the Amsterdammers who were asked to embody the character of Amsterdam for this short film for the IAmsterdam campaign.