Like Dorothy, swept from the comfort of her home in Kansas, Box finds itself in an increasingly foreboding and threatening world as Dropbox, Google, and Microsoft crush the cost of file sync and share services. At BoxWorks 2014, CEO Aaron Levie and team identified their yellow brick road to Oz: Box plans to become a platform vendor of enterprise content and collaboration services and rise above the powerful competitors looking to commoditize it into oblivion. For Box, success in this nascent market becomes a question of execution, cash burn rates, and market timing.