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Information technology infrastructure used to be complex, cumbersome and expensive. Today, scale-as-a-service cloud computing platforms allow companies – both large and small – to get their IT infrastructure up and running in minutes. Over the next decade, the growing use of such platforms by innovative start-ups will have profound implications for the global economy. As a result, practitioners need to go back to the drawing board, to revisit their assumptions on which companies will thrive, in a highly disruptive environment.