It is rare that a company in need of change ensures that time is set aside to really dissect and consider the existing business model. The understanding that comes from taking a close look at the model of an organization not only gives a full perspective of where a company is in at present but can set the direction on where it needs to go into the future. This radical idea is fully explored through evaluating a business model, ensuring that time is allocated and includes anchoring the project while also finding the value in the company as it exists at the start of change. Looking at the existing business will always include communication and follow-ups and considering why a business works the way that it does. It is the “why” that takes business model innovation away from the smaller issues and cuts right to the heart of how effective and positive change can be achieved.