What, another clarion call urging executives to fundamentally rethink their business models through digital technology? The business media have had no shortage of these. Many such bulletins focus on radically changing the nature of competition in an industry, as Apple did for music and Uber did for taxis. While there is certainly merit in questioning your business model, revolutionary business model transformation remains elusive despite the buzz. In our survey research, a mere 7% of executives said that their company’s digital initiatives were helping them to launch new businesses. And only 15% said digital was helping them to create new business models. Why is that?