Last year Steve Denning wrote a great piece in Forbes on the limits of industry structure as a predictor of competitive advantage. In a recent article co-authored with Fredrik Hacklin and Boris Battistini I follow up on this important message and discuss the limits of industry-centered strategic thinking in an era of convergence. Drawing on a number of prominent cases such as Nokia we ask: “if technology does not care about industry boundaries, why should managers, board members, consultants and analysts?”