"When I think about digital transformation, I'm not thinking about technology first." What are you thinking about, then, SAP? We talked with Siddarth Taparia last week, who's Head of Marketing Transformation at SAP. Among many interesting things he had to say, he argues that the recipe for successful digital transformation is business objectives + people. Before we can even think about the technology (which he says is the *easy* part, we need to figure those pieces out. He also says that when we think about search, we need to think about not only SEO but brand strength. In the shift from desktop –> mobile –> voice, appearing the top results matters more than ever. And brand strength matters for that. Just this year, SAP has moved from #21 to #17 of most valuable brands in the world. For more insight into what they're doing, check out this in-depth interview. Quite long, and quite good. Sidenote, we've been in a real Q&A grind of late. We've enjoyed picking some smart people's brains, and hope you have too. Know any smart people who like talking? Hook us up. In other news, we have a few passes left for our Transformation of Search summit in New York on October 19. If you'd like to try your luck to win a free one, complete our quick 1 question survey. | 
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