Retail is perhaps one of the most obvious sectors at the moment where failing to keep up with a changing market is most apparent, with venerable brands falling victim to the Amazon effect. However, digital transformation has crept up on companies in every sector; a company may have started selling on-line, but if management is also struggling to meet the cost of running a decades-old catalogue business (plus bricks and mortar premises) how can you compete with on-line only rivals? A company being unable to compete is a glaring vulnerability.