CIOs are increasingly using public cloud services to enable business innovation. Infrastructure-as-a-service (IaaS) accelerates and simplifies tech deployments, while the continuous improvement of software-as-a-service (SaaS) platforms and platform-as-a-service (PaaS) help companies do new things — or old things in new ways — and drive continuous business improvement and innovation. But to exploit the benefits of public cloud services, firms must transform their operations and rethink how they create customer value.