There's hardly any company — be it a Forbes Global 2000 or a striving start-up —  who's not already at some stage of its digital transformation journey. Everybody's turning the benefits of machine learning into “fuel” for their digital strategies. Everyone's leveraging some sort of “recipe for digital transformation success”, with AR, VR, analytics and cloud as key “ingredients”. And still, most digital transformation projects fail. They're geared at streamlining operations, at creating and delivering the user experiences of the future... and nevertheless, they fail. How come?