There’s plenty of time for change management once we’ve demonstrated new models worth changing into. Exploring and testing new business models is strategy development before it’s change management. Business model innovation is a persistent and generative exploration of entire new ways to create, deliver and capture value. Leaders vested and working in the core must be prevented from leaning against and blocking ongoing R&D for new business models. When we treat business model exploration as change management we are too likely to squash any concept that feels transformational or disruptive. We have to make business model reinvention safer and easier to manage.