90% of companies are in digital transformation darkness. This means they don't know where they are, they don't know where they heading to, most of them even don't know what they are transformation, and even more sadly, don't know why they have to transform. Such an environment is doomed to fail. Such an environment is not pleasant nor inspiring to work in. And such an environment will definitely not foster innovation. What you measure gets done. To be able to succeed with digital transformation and to harness your digital superpowers to out-innovate and out-compete your industry, you have to be in the known. This talk will demonstrate the necessity and the importance of measurement, why, what and how it's done.