The reductive view of automation as synonymous with repeatable low-value business functions leads to a grossly short sighted view of the potential business value. The current focus on tactical, technical solutions to low-value business functions is inadequate and leads to the squandering of over 80% of the potential business value of Intelligent Automation. Clients need to view Intelligent Automation as a structured strategic journey, not a series of technical quick wins, and ensure that the potential of Intelligent Automation is applied to the broad range of business value drivers that it can impact.