This document discusses the importance of professionalism for IT service providers and consumers. It argues that a lack of understanding about the IT profession creates uncertainty that erodes trust. To advance a positive digital strategy, practitioners and consumers need to agree on a framework for working together based on professionalism. Professionalism provides qualifications, codes of ethics, and associations to mediate conflicts and promote the value of the profession. While Canada has had IT professional organization CIPS since 1958 to support professionalism, greater emphasis is still needed.