People in professional services - even seasoned business leaders - sometimes behave strangely when it comes to digital and innovation. Many are either in denial and doubt that their business is at risk of anything because of the digital revolution, or on the contrary they are intoxicated by the buzz of the moment (call it blockchain, metaverse, chatGPT, etc. ) and can’t think of anything but disruption and the urge to make radical moves, right here, right now. They either see the digital transformation as an imposture, a waste of money and a distraction from the ‘real’ business, or as some sort of ‘black magic’ to which good business sense, such as healthy returns on investment, does not apply anymore. The truth is somewhere in between, digital transformation is a ‘real’ business opportunity, it is neither fast, easy nor cheap to realize it, and a lot of the good old business transformation and corporate development playbooks are still relevant.