The idea behind “the job to be done” is that you must understand for which job your members have “hired” your products. In other words, the job your members expect that your products will perform. Throughout the next few weeks, we will discuss details of the “Jobs-To-Be-Done” framework, starting this week with the importance of insights. And discussing customized research at our Jobs To Be Done webinar June 7, 2017. With the long weekend ahead of us, your job is to get some rest and enjoy the best stories of the week: The next decade in digital transformation. "This is the essence of being digital: building an infrastructure that allows any stakeholder to interact with any part of your organization, at any time, anyway they want, for anything they need.  if you can do that, you are “living la vida digital”. To get there, that’s what you need to do over the next decade; this is not a simple system purchase and deployment.  It requires extensive changes in all layers of the organization: people, process, and technology.  It also requires new thinking in governance and metrics.  and that — that takes a decade or so to complete." Ten Myths about Machine Learning. "Machine learning is both more powerful than we often assume it to be and less. What we make of it is up to us — provided we start with an accurate understanding of it." Assessment: Do you know how bureaucratic your organization is? "How pervasive is bureaucracy in your organization? How much time and energy does it suck up? To what extent does it undermine resilience and innovation? Which processes are more trouble than they’re worth?" In the digital age, consumers are always shopping around. New research shows that hooking them early is the strongest path to growth. "In a world where market noise will inevitably increase, initial consideration has emerged as marketing’s most critical battleground." Why Amazon is eating the world. "This all said, I believe that Amazon is the most defensible company on earth, and we haven’t even begun to grasp the scale of its dominance over competitors. Amazon’s lead will only grow over the coming decade, and I don’t think there is much that any other retailer can do to stop it."