A recent report from Yale scientists warns that the over-sized role of rare materials in modern technology is creating a strain on supply of these materials and putting technology manufacturers and future innovation at risk. The researchers found that none of the 62 metals most commonly used in technologies such as cellphones has an equally performing alternative and 12 have no alternative at all. This warning presents an opportunity for leading-edge businesses to use innovation and dMASS resource-based thinking for strategic advantage. The reality of this resource scarcity will separate companies that can disrupt business-as-usual from those that will be disrupted. Companies dependent on rare earth elements that focus on delivering Naked Value will find new business opportunities in eliminating the need—and heavy economic and environmental costs—for extracting and processing these materials. Interested in where to find these opportunities? The searchable dMASS database of these innovations is coming soon!