Is there a formula for doing and publishing research on digital phenomena? And if so, it is the same formula as the scripts for IS papers of the past, or has it changed? We discuss how our field has historically worked with reference theories from other disciplines and how we have moved beyond this one way of doing and publishing research to a variety of ways in which we can build theory about digital phenomena. We suggest that reference theories should not be viewed as immutable sacred cows but rather as a tentative basis of received wisdom, which we must problematize and adapt to move knowledge forward. Doing so requires us to find puzzles in the real world that point to things being different instead of new. Episode reading list Truex, D. P., Holmström, J., & Keil, M. (2006). Theorizing in Information Systems Research: A Reflexive Analysis of the Adaptation of Theory in Information Systems Research. Journal of the Association for Information Systems, 7(12), 797-821. Grover, V., & Lyytinen, K. (2015). New State of Play in Information Systems Research: The Push to the Edges. MIS Quarterly, 39(2), 271-296. Ba, S., & Pavlou, P. A. (2002). Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior. MIS Quarterly, 26(3), 243-268. Jiang, L., Hou, J., Ma, X., & Pavlou, P. A. (2025). Punished for Success? A Natural Experiment of Displaying Clinical Hospital Quality on Review Platforms. Information Systems Research, . Grover, V., & Lyytinen, K. (2023). The Pursuit of Innovative Theory in the Digital Age. Journal of Information Technology, 38(1), 45-59. Baiyere, A., Berente, N., & Avital, M. (2023). On Digital Theorizing, Clickbait Research, and the Cumulative Tradition. Journal of Information Technology, 38(1), 67-73. Grisold, T., Kremser, W., Mendling, J., Recker, J., vom Brocke, J., & Wurm, B. (2023). Keeping Pace with the Digital Age: Envisioning Information Systems Research as a Platform. Journal of Information Technology, 38(1), 60-66. Berente, N., Gu, B., Recker, J., & Santhanam, R. (2021). Managing Artificial Intelligence. MIS Quarterly, 45(3), 1433-1450. Dell'Acqua, F., McFowland, E., Mollick, E. R., Lifshitz-Assaf, H., Kellogg, K., Rajendran, S., Krayer, L., Candelon, F., & Lakhani, K. R. (2023). Navigating the Jagged Technological Frontier: Field Experimental Evidence of the Effects of AI on Knowledge Worker Productivity and Quality. Harvard Business School Technology & Operations Mgt. Unit Working Paper 24-013. Fisher, G., Mayer, K. J., & Morris, S. (2021). From the Editors—Phenomenon-Based Theorizing. Academy of Management Review, 46(4), 631-639. Gregory, R. W., & Henfridsson, O. (2021). Bridging Art and Science: Phenomenon-Driven Theorizing. Journal of the Association for Information Systems, 22(6), 1509-1523. Rogers, E. M. (2003). Diffusion of Innovations (5th ed.). Free Press. Salge, C. A. D. L., & Karahanna, E. (2018). Protesting Corruption on Twitter: Is It a Bot or Is It a Person. Academy of Management Discoveries, 4(1), 32-49. Abramova, O., Recker, J., Schemm, U., & Barwitzki, L.-D. (2025). Inclusion of Autistic IT Workforce in Action: An Auticon Approach. Information Systems Journal, . Grisold, T., Seidel, S., Heck, M., & Berente, N. (2024). Digital Surveillance in Organizations. Business & Information Systems Engineering, 66(3), 401-410. Dwivedi, Y. K., Kshetri, N., ... Wright, R. T. (2023). “So what if ChatGPT wrote it?” Multidisciplinary Perspectives on Opportunities, Challenges and Implications of Generative Conversational AI for Research, Practice and Policy. International Journal of Information Management, 71, 102642.