In an effort to redeploy the dogmatic structures of specialisation, unused knowledge, relevant experience, character traits and talents of 95 shopkeepers along one line of businesses in Amsterdam West are collected. What happens when a baker in his shop is asked for additional advice based on other qualities and experience besides his skills of running a bakery? People are so much more than their jobs. Recognizing their qualities and realizing their full potential strengthens their self esteem. And the worth of a neighborhood community as a result of that. This research interviewing the 95 small businesses and shops resulted in an alternative Yellow pages of these three streets in Amsterdam West with more than 600 talents, where you can learn history from a kebab vendor, coping with stress in a daycare center and rhyme schemes in a phone shop.