The world was a simpler place when PwC first set out to measure Digital IQ 10 years ago. “Digital” was just another name for “IT.” The CIO was not generally regarded as a strategic leader. And although huge shifts were occurring in the ways technology and information were used—think Web 2.0 and startups like YouTube and LinkedIn—this innovation had yet to find its way into the enterprise. There, putting technology to work to improve productivity was a relatively straightforward, and siloed, job. And the lack of IT and business alignment was a common refrain.