The digital transformation began many years before the very expression was coined or referred to for the first time. Expressions like this usually have origin on an author or speaker, who uses it publicly until someone notices. From there the proliferation is fast and reaches diverse audiences acquiring distinctive meanings, often different from the original ones, which is good, as this leads to public debate and the theme or themes are investigated, spread and developed. If we are a potential supplier of “digital transformation” solutions, we cannot stop using the expression, because we face the risk of resembling outdated, with the negative consequences that this may have on the market. If