If you are a C-level executive, how do you steer your organisation through a voyage of digital transformation? If you are an investor, how do you identify the right company in which to invest?Why did IBM, a thoroughly transformed digital company, layoff over 50% of its Watson health division in 2018? How did Philip Morris International (PMI) achieve a market monopoly in Japan in less than two years? How did Cambridge Analytica affect the 2016 US election? Which industry is the next ‘Google’ going to emerge from?