CxOs believe technological advances are driving the shift in the competitive environment. But there are marked differences in how they're preparing to take on digital invaders and attackers from other industries. CxOs increasingly leverage new technologies to focus on customers as individuals. And they see a need to collaborate more, with more external parties, for innovation. Although many organizations acknowledge the need to get closer to the action, as the authors describe in this article, it's "torchbearers" who are exploring new opportunities in adjacent spaces. Torchbearers do not try to emulate everything a digital invader would do, but they do have a keener sense of how the competitive arena has shifted. Torchbearers are more likely to be looking forward and looking outward to entering new markets and embracing a more decentralized management style. Torchbearers are poised to strike back.