In my view, online and brick-and-mortar retailing are converging and the synergies are extremely important – think of fulfillment, procurement, product development and back office functions. Therefore, the people from the old and new worlds need to be brought together, to make clear what the joint strategy and approach will be. This requires a strong role for the CEO, Francesca. She needs to push all involved to jointly define an ideal end state, possibly under the guidance of an external facilitator. Subsequently a clear roadmap needs to be agreed, whereby it is not unlikely that the e-commerce people will push ahead relatively independently in the technical implementation and marketing. But regular alignment moments will be needed to ‘herd all the cats’ and keep everyone on board. In other words, in practice Paolo will be able to retain the initiative, but he will need to bring the whole organization along into the new world.