I have owned my own business almost all of my professional life. Therefore entrepreneurial thinking is second nature to me. Why did I start a business based on medical education? My original degree is in maths and education. Having graduated, I began my career as a researcher at University of Bonn where I conducted studies on methods, formats and channels with the aim to improve communication, long-term retention of information and learning. Soon this raised the interest of healthcare sponsors who then commissioned me to work for them as a freelancer. infill and I have provided consultancy services and communication solutions for pharmaceutical companies and international medical societies for more than 20 years now. These include innovative global CME projects, interactive learning tools and concepts for medical education. My latest passion is to introduce the multichannel approach into medical education to increase its appeal, user friendliness and the usability of information. Like any agency lead, I get excited by awards and prizes. What fires me up even more is the fact that our work can have a direct impact on people's wellbeing - particularly when we share the proceeds with those who are less fortunate.