Rapid socio-technological change is underway in the world of work. The Xerox Future of Work team conducted ethnographic studies to explore the impact of these changes on the use of paper, printing, and electronic documents. Study findings revealed needs and requirements for workers of the future, and influenced the research directions Xerox is undertaking to explore how documents (both paper and electronic) play a role in the world of work. The team used several techniques to encourage innovation within the company, including the creation of an advisory board, a video podcast and a design directions document. By developing growth spaces that often require new business models and business innovation, the project is a strong example of how ethnographic studies can “take CARE of business.” The project has also “taken care of BUSINESS” by lowering risk, driving innovation, and demonstrating the value that ethnographic studies can bring to the corporate world.