While the digitisation of marketing, operations and the workforce is good and necessary, these alone won’t protect a company from disruption.Every year we’re seeing new innovative business models trigger the slow death of traditional models, that once enabled many companies to become very successful.But if companies simply hang on to what worked well in the past, as their old business models become obsolete, so will the companies themselves, if they don’t develop new business models that are fit for the digital economy.