Digital Transformation. Marketing Transformation. Experience Transformation. Whatever Transformation. The latest overused, abused and misunderstood word is ‘Transformation’. Though it is a critical time for brands and businesses to transform in this age of disruption, technology, data, performance and quarter-term brand building, one word is often forgotten – Humanity! Why do we do what we do? What inspires us? Who do we do it for? Buzzwords come and go. Humanity, has always, and must always, come first.