Qi4j, the radical approach to domain-rich applications with Java, is turning most so called wisdom of our industry on its head. Instead of building on top of low level abstractions, Qi4j starts at the business value, business modeling and solves the technology stack from top to bottom. No rock is left unturned, and exciting new modeling discoveries have been made along the journey. In this presentation we will cover the Persistence approach, how Qi4j is capable of decoupling the domain model from the underlying persistence system, able to swap persistence without change of code, able to express queries in Java without depending on the underlying query language, and how long-running "Unit Of Work" is superior to database transactions when it comes to domain modeling.