This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book shows how to explore the environment, using a business-ecology perspective to understand its dynamics and how digitisation enables it to prosper—and poses challenges. It demonstrates how to construct a viable business model that enables an organisation to navigate in its dynamic ecology. The secret lies in crafting innovative price models that reward joint value creation in accordance with the business model, rather than engaging in confrontative zero-sum pricing games. Prices articulate an intended relation between business partners and shape their future. A good business deal must be satisfactory to both parties. It should enable value creation that both perceive as sufficient and determine how created values are allocated between them—often with a time dimension, because a longer-lasting relation may create more value through growth over time.