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There is a tendency with any new technology to believe that it requires new management approaches, new organizational structures, and entirely new personnel. That impression is widespread with cognitive technologies -- which comprises a range of approaches in artificial intelligence (AI), machine learning, and deep learning. Some have argued for the creation of "chief cognitive officer" roles, and certainly many firms are rushing to hire experts with deep learning expertise. "New and different" is the ethos of the day. But we believe that successful firms can treat cognitive technologies as an opportunity to evolve or grow from previous work.