The challenge and opportunities presented by digital technologies are placing growing pressures on present-day businesses to be increasingly innovative. With these pressures, tensions become visible between organisations as engines of efficiency and organisations as innovators. In this essay we look at how routine and stability as core requirements for current business practice and competitive advantage in engines of efficiency places organisations at risk. It becomes apparent that these tensions are at the very heart of how the corporation defines itself in terms of its worldview, culture, processes and practices: its epistemic stance. This approach provides some insight into why a number of corporate innovation configurations struggle to achieve their objectives. We explore this through the lens of a case study of Tesla Inc; a company which epitomises entrepreneurial innovation to redefine and reconceptualise transformation of the automotive and energy markets.