The idea of business model innovation is an appealing concept that is assembling passionate business leaders. Leading academics focused on the topic, like Porter and Prahalad, discussed the qualities of disruption and, its value creating opportunities by shifting business models. However many C-suite managers are hesitant to change their current model, since change seems a synonym for risk. But is that still the case in a context of shifting powers, needs and challenges? Norbert Reithofer, CEO of BMW Group presented an opposing view when asked why BMW started the risky e-car project: "Because doing nothing was even a bigger risk," he claimed.