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In the follow-up to The Volume-to-Value Revolution, Tom Main and Adrian Slywotzky describe how seemingly unrelated phenomena—high-tech health entrepreneurs, personal fitness devices, retail clinics in big-box stores, “smart care” teams, and IBM Watson—are creating a new health market where demand trumps supply. The expanded cast of health companies enables unprecedented predictive and preventive care delivery that is convenient, seamlessly connected, and coordinated across geographic boundaries. Meanwhile consumers have access to a marketplace with transparency around price, quality, outcomes, and value. Main and Slywotzky predict this new market will lower costs by 40 percent, produce 10 more good years of living, and improve consumer experience by 300 percent. With more than a trillion dollars at stake, this transformation represents the greatest value migration in history. This paper shares how traditional players and new entrants can do more than participate in this value shift but lead it through innovative business models and partnerships.