You might think that technology supports your business, but you're wrong: Technology has become your business. The 21st century reality is that you don't have a business without technology; it has become as integral to the way your business operates as are people, finances, suppliers, business partners, and all the rest. That means it's too risky to build your business and only then look to put supporting digital technology underneath. Instead, business and technology must be designed and built together, as a unified whole - there are simply too many design tradeoffs between the physical and digital aspects of your business to risk doing it any other way. The new mindset is that "your business is embodied in your technology," and this calls for a new approach to business technology architecture and strategy.