The document discusses how cognitive computing and artificial intelligence are disrupting various industries by enabling non-traditional business models. It provides examples of the world's largest taxi, accommodation, retailer, and media companies that own no vehicles, real estate, inventory, or create content, respectively. The document advocates that companies leverage cognitive computing to gain insights from vast amounts of new data through predictive, descriptive, and cognitive capabilities. It outlines steps to become a cognitive business through developing a strategy, extending analytics with cognitive, moving to cognitive cloud services, building cognitive infrastructure, and adopting cognitive security.