In this contributed article, Emilien Simonot, Renewable Energies Technology Officer for InnoEnergy, discusses how the wind industry has a long history of innovation, yet rather than having reached its peak, innovation is needed now more than ever. Exploiting data, and building digitalisation into the wind industry’s very business models and technical specifications are key to continued innovation. This article explores the road ahead seeking to understand how data will tie technical and business model innovation together and uses examples of how wind businesses could better connect with customers, improve and innovate new business models, and build bigger and better plants.