Few books are, as yet, focused on the knotty subject of how IoT actually impacts business strategy, due in part to the flurry of technological development. This brief and punchy book firmly grasps the nettle, steering us away from premature assumptions of value, and towards a more considered - and in the end far more radical - approach to how we need to think about the next wave of cultural and commercial transformation. The author is also at pains to produce and work through some very useful live cases, thus grounding the thinking and bringing it to life. No doubt Mr Barkai's next book will, having asked many fundamental questions here, progress to explore the tantalising implications of "real options" thinking and practice as the essential core of future strategy and planning. For now, this is an important and valuable start.