This keynote presentation is part of a plenary session about AI in business. It is the objective of this presentation to provide the audience with a story about Schuberg Philis, a company based on the strengths of the individual employees. It tells the 10 year history of the company, the 100% culture, called cupfighting and how the company’s success followed its focus on the quality of the service provided to its customers and partners. Following a tradition of yearly get-togethers it was now time to bring the whole system together, company, customers, partners and suppliers. About 200 people sat for three days last February to ask what’s next? and discuss what is beyond cupfighting in an Appreciative Summit.