Change is hard, and many of us procrastinate, make excuses or lag behind. Today, we simply can’t. Digital technologies are no longer «nice-to-have» tools of the business – today they are the business. Digital laggards are already finding their markets disrupted and their abilities to compete overturned. As they desperately try to outrun the Darwinian effect of their slow responses, they are faced with not one but three periods – or ages – of digital transformation to navigate – disruptive transformation, hyper-digital transformation and ubiquitous transformation. Understanding these three ages, and when they will emerge, is critical for business success.