Modern industrial automation and IOT has created an overabundance of data being generated across ones supply chain, factories and products. There are often repeated bromides like ‘data is the new oil’ and ‘ we have to monetize our data’. Yet there is still little evidence of a company being able to execute managed large scale transformations of their revenue model, their product or their workforce. A lot of forays into IOT find it difficult to make the leap from an interesting pilot to a sustainable commercial model. This discussion explores where the resistance to succeed lies.