Everything changes. We are in a period of significant shifts in companies — even entire industries — demonstrated in rankings, like the Fortune Global 500. For the last century, these periods of volatility have been driven by a combination of technological change and capital expansion. There is obvious competition between direct, traditional market segments, but digital disruption also opens up the ability to compete and gain revenue in new areas. For example, a movie streaming service like Netflix also launches a community around the software it created to run its services, or an online retailer like Amazon also innovates with public cloud management. Innovation requires more than a slick customer user interface (UI). There has to be a foundation of technology, processes, and culture that allow an organization to be flexible, to build on its existing knowledge, and to incorporate new ideas.