Advances in technology can affect every corner of a business … including how it makes money. As such, it is important to understand the origin and nature of the improvements and, importantly, how best to exploit them. This session explains that, when it comes to generating revenue, new technologies typically impact one or more of these dimensions: transparency, scale and rationality. Failure to understand how these forces affect your environment virtually guarantees that you are not profiting from customers to the extent that is possible. Importantly, it also signals that you are exposing the organisation to serious threats.