All aspects of ITSM—platforms, policies, people, and procedures—are in a state of change driven by the complexity and criticality of all things digital in an increasingly customer-first world. Gone are the days of throwing bodies at problems. That time-honored tradition is not only financially unsustainable—it simply doesn’t work. Operational demands now outstrip human capacity to comprehend and control the environment. It follows that automation is ITSM’s new normal. In this paper, EMA research underscores automation as the antidote to the perilous myth of “good enough” in incident response management.