In my experience, I've found that IT executives operate, understandably, on a diet of logic, rationality, and the search for the "right" way. This reliance on finding and applying the one and only answer — the "truth" — prevails despite numerous technical advances over the years that have disproved previously held IT "truths." In contrast, business leaders are beginning to realize that today's complex world means that there is perhaps no single truth, no one easy strategy to achieve competitive advantage and add value.