If any one story could be said to have defined the trajectory of the professional services industry over the last decade, it is surely that of digital transformation. But there is a growing awareness among consulting firms that the traditional way of framing this topic is no longer as relevant to their clients as it once was. COVID-19 has had a profound effect on client priorities—and has forced many organisations to accelerate their digital journeys. Consequently, the type of questions clients are asking in this space are very different from those that were being asked prior to 2020.