Christian de Sainte Marie (IBM) gave the opening keynote at RuleML2011@BRF on November 1, 2011. The title was "Business Executives Sharing Knowledge with Inference Engines: News from the ONTORULE Project". In his presentation, Mr. de Sainte Marie dealt with the complex matter of developing business applications, and introduced the ONTORULE approach that integrates knowledge acquisition from texts, business modeling, integrated ownership and consistency management, and efficient combined execution. Particularly, he elaborated on loose vs. tight coupling of rules and ontologies. He illustrated his points with some of the key results from the ONTORULE project.