The document outlines five patterns that can drive innovation: 1) augmenting products to generate data, 2) digitizing assets, 3) combining data within and across industries, 4) trading data, and 5) codifying a distinctive service capability. It also provides five questions that can help derive new business value by exploring what data a company has access to and how it can be used. The patterns and questions provide managers frameworks to identify disruptive opportunities, capabilities versus shortcomings, and overlapping patterns to broaden offerings across industries. Managers can then select ideas to determine scalability and revenue potential.