In “calm waters,” why bother changing anything? As the saying goes, “if it ain’t broke, don’t fix it.” But wasn’t the “frog boiled,” because it got too comfortable, unable to see the “storm” coming? When a “course” is set, whether by a new or well-established firm, it follows its dominant logic, an adopted business model, a critical resource allocation design. The dominant logic not only delineates the “status quo” of the firm but also contributes to its competitiveness. It is also what contributes to the growth and success of the firm, to its revenue and profits.