The COVID-19 pandemic has brought about rapidly changing consumer needs and behaviour, which mean that companies in every sector have had to accelerate their tech-driven transformations. While most firms invested in solutions that helped their workforce digitise operations, a small minority took it one step further. These firms realised that simply going digital was not a cure-all for their business. Our research identified these companies as Masters of Change those who prioritised a more aggressive and progressive technology strategy that not only endeavoured to fix the business, but also upended convention to create a new vision for the future.