If it weren’t for digital technology, today’s business transformations would look quite different – but that doesn’t mean that the transformations are inherently digital. The digital appellation is a poor fit to begin with, and now it’s growing long in the tooth. 2017 may very well be the year it becomes passé, and we move onto the Next Big Thing. In times of disruption, buzzwords play an important role. As new technologies, approaches, and priorities spring up, we need a common vocabulary so that we can cogently discuss such innovations. Never forget, however, that digital transformation was never more than an oversimplification of a complex, multifaceted transformational process that impacts every organization differently.