Digitisation continues to drive radical economic and behavioural changes and transform strategies and business models across industries. Freed from traditional constraints, digital natives are competing simultaneously in multiple sectors and geographies, disrupting a host of industries via rapidly expanding ecosystems. Incumbents are using new digital capabilities to transform their strategies and business models to address their existential threats and pursue new opportunities. However, despite the seeming ubiquity and profound impact of digitisation today, industries are on average less than 40% digitised.1 As digitisation continues to gather pace, more pervasive and radical disruptions are inevitable. There will be big winners and, potentially, many losers. The unpredictability and pace of change in today’s competitive environment means businesses won’t have all the answers, and can’t afford to wait for certainty before committing to new ideas.