Marketers at Argos, Microsoft and Citi Bank have urged brands and startups organization to acknowledge that people now work for purpose that is not just money which they will need to recognize it they want to undergo a successful digital transformation. Roman Rock of Argos at Global Academy of Digital Marketing said having been part of two digital transformations that is BT and EE which involved three transformations within 18 months and has found that cultural change and process was crucial. He described the digital transformation at EE as done well but admitted there are still areas for improvement at Argos and a need for more honest conversations. Argos invested a quarter of a billion to transform but has not done anything to change its culture and practice as told by owner. They further added that they have new technology but unfortunately it has she same problems. He believes this is a problem many businesses experience when undergoing a digital transformation where they change their technology rather then make a real cultural change. Also talking at the event, Steven Woodgate CMO UK at Microsoft agreed there is more to a digital transformation then technology and that purpose is playing an increasingly important role. There is a new wave of people coming in that will never earn as much as their parents. These people are working for purpose rather than money, so brand purpose it crucial as he said. As per him 65% of the roles that today students will go into do not exist yet. In order do deal with this, marketers need to be hiring people with a wide range of skills rather than those that are experts in one industry. Despite these jobs not yet existing he believes the future is quite predictable and there has never been a better time to add value. He said potential future jobs could include a virtual habitat designer, space tour guide, Internet of Things date creative or a freelance bio-tracker. All things he reckons businesses can start preparing for. Similarly Citibank global heal of digital marketing Simon Kingsnorth said companies need to hire people not for their experience as this can be taught but for them as a person. He also said that when dealing with employees marketers must understand that technology is nothing more than a facilitator. During further conversation Kingsnorth clearly said that it is not about the technology that is just the enabler. You cannot launch social media without a process put in place. One need the customer service and website process to be perfected first. We have to understand style of human work along with technology and then find out effective solution to fit to work along with human.