Our models for delivering IT and for innovation have only been sustainable, i.e. delivering good business value, up to a given point on our growth curve. Beyond that point we have had to evolve and find new models. For the first 10 years or so we took a very D.I.Y approach. This had maximum flexibility and was sustainable for an SME. From around 2005 we started moving to managed services. This was less flexible but more sustainable. Competition is hotting-up in our business sector and our continued expansion means we are competing in an ever- increasing number of markets We have to innovate faster and cheaper than ever before The adoption of cloud perhaps signals another evolutionary trigger point. We are buying back some of our flexibility and trying to find the next sweet spot in terms of sustainability and business value.