Will it be worth it? That's the question experts in the digital transformation industry hear a lot. "Will it be worth it?" Generally we're saying, "was the destination worth the journey? Was the effort worth the reward?" All data points tells us the digital transformation is worth your time, resources and any effort. And, let's add one thought about effort. The thing about effort is that effort is its own reward if you allow it to be. So, the answer will always be "yes" if you let it. Worth your time is our essential reading list for THINK 17 and the stories of the week below: Banking fails to meet needs of most valuable consumer segment. "What is missed in most conversations regarding the 50+ consumer is that Millennials have a vested interest in the financial well being of their parents. If the financial services industry does not help make the 50+ consumer more secure, the burden will transfer to the younger generations. When looking for a digital solution for consumers close to retirement, there is no reason why the solutions can’t engage the entire family. Doing so will not only result in a more loyal 50+ consumer, it may also result in a loyal (and more financially valuable) Millennial customer.   Disruption is not a strategy. "Without a strategy you might predict the market and the technology exactly and still lose to someone who does have a strategy. When I hear the word “disruption” what I hear is “I don’t need a strategy” and that’s a huge mistake." A hopeful read: The productivity paradox - Why we're getting more innovation but less growth. "So I think the future will look like the present — but even more so. A tiny minority of the population will produce the world’s clothing, smartphones, cars, household appliances, and other material goods. Almost everyone will work providing each other with personalized services — and these services will consume a growing share of our incomes."   AI adds a new layer to Cyber Risk. "Cognitive and AI technologies are a certainty of our future. While they have the power to bring immense potential to our productivity and quality of life, we must also be mindful of potential vulnerabilities on an equally large scale. With humans, a security breach can often be localized back to the source and sealed. With cognitive and AI breaches, the damage can become massive in seconds. Balancing the demands between automation and information security should be about making cybersecurity integral — not an afterthought — to an organization’s information infrastructure."   Why great executives avoid shiny objects. "We all know executives who constantly talk a good game about vision and the things they’re going to do but actually never seem to deliver results. Eventually the bullshitting wears thin. We all know people who love to talk up their game but never deliver. People chase shiny objects precisely because opening is orders-of-magnitude easier than closing."   Interesting research from Google: Meet the three types of people who will launch your culture of growth. "Most companies have one or two pioneers who are optimizers by nature, interest, or experience. Some companies may even hire someone with a job title like Conversion Rate Optimizer. But what really moves the needle is when the entire company is engaged and employees at all levels seek to challenge the status quo, with support from C-level leaders. This cultural shift will be a slow process, not a sprint. It may take a year or more to help people understand the role of testing and get them excited about a culture of growth.