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Despite the pro-innovation bias of futurologists (new technology is neat and therefore will be widely embraced), history teaches us that innovation and new technology prove often not to be of value. No surprise that entrepreneurs often hesitate to engage in (technological) innovation. To them, technology and innovation are a means to an end. They are keen to deploy technology and innovation when it drives value creation. The spreading of the “Business Model Canvas” has put a firm’s value proposition at the center of rethinking how a firm does its business. Proprietary technology could be a key resource when enabling that value proposition. This masterclass shows how you can challenge your own or your firm’s hesitation to embed (potentially) disruptive technology into its model of doing business. The question to ask is not “Why?” but “Why not?”