Short talk at the PERICLES conference on "Acting on Change: New Approaches and Future Practices in Digital Preservation" Nov 2016. There is a gap between what many organisations actually do in terms of digital preservation and all the things that they could, or should, be doing. Maturity models have an important part to play in helping organisations, both large and small, to know where to start and to close the gap step by step. This talk shows the value of maturity models in particular the legitimacy they bring to starting off with simple approaches to digital preservation and then working up towards more comprehensive approaches when needs, time and budget allow.