 So digital transformation is impacting the way organizations implement strategies in a lot of ways. The first is speed, this change that is happening so fast that I find most clients and most organizations are just struggling to keep up. But in that, I actually think that we have been misled by following digital transformation because when you think about transformation, it's something that captures a one-way change. So when something has gone through transformation, they've become transformed. And that indicates that the job is done and they can go back to doing things the way that they've normally done them. In reality, as we know, technology moves so fast that this is no longer the case. It's no longer enough to just be transformed. Instead, I encourage organizations to think about digital evolution because evolution encompasses within it the idea that you're going to be continuously adapting and continuously changing in response to how the market is moving. And so if you focus on digital evolution, then as a leader you recognize that there is no end point. The project is never going to be done, the strategy is never going to be done. Instead, we have to constantly be asking ourselves questions and constantly touching base with the market to see how it's changing.