Innovation is creating robots and computers that are able to perform many tasks previously accomplished by man. The place occupied by men in the job field will shrink. The current organization and the existence of many jobs are in danger. In the article we discuss the treats and opportunities of using ICT in business and the impact on business models and on the human’s job. Through a survey on Italian business context we observe the awareness of the people directly involved in decision making and in designing future work in the firms. The consciousness of the people on the effects of the diffusion of ICT matches with the opportunities for doing business. How to find the right equilibrium between the two perspectives?