After Best Company’s workshop “Anti to Zen, the ABC of innovative marketing” at a Special Baak Event in the summer of 2005, we were asked to develop a brand new ‘edgy’ concept for de Baak’s quarterly publication. Together with graphic design team Mannschaft (www.mannschaft.org) we realised Inside/Insight and the first issue was launched at de Baak’s new years reception on friday January 13, 2006 and appears quarterly. Inside/Insight is a two-in-one magazine concept crystallizing two of de Baak’s main goals; new (personal) management insights –in a way that minimalizes information overload and directs the readers to the brand new Baak website- and, inside, a section featuring art as a means to flex those other brain muscles for a fresh look on things.