Cautious revolutionaries value and embrace data and technology and are open to new partnerships. They take risks, as the digital transformation is too recent for empirical studies to identify clearly what works and what does not. But being a cautious revolutionary also implies the need for prudence in the face of risks and novelty, because a main role of TISIs is to instil and maintain trust in markets while new technologies are being adopted. Harnessing technology can no longer be a sideline, and resources have to be channelled into taking advantage of the digital transformation.