This essay responds to calls for discerning so-called IT “x” and digital “x” phenomena. Research in this area promises to make an important contribution since the emergence of digital “x” labels runs the risk of diluting the core of IS literature. Our paper advances a preliminary definition of key constructs: digital strategic initiatives and digital resources, differentiating the latter from traditional conceptualizations of IT or IS resources. It also delineates two different approaches to the execution of digital strategic initiatives: a) orchestration of digital resources and b) creation of novel digital resources. We demonstrate the first one with a case illustration of home grocery delivery and the second with the case of a dark kitchen provider in the restaurant industry.