Some call it a passing fad. Others deem it critical to their organisation’s evolution. The role of the chief digital officer (CDO) is a major topic of discussion about leadership at organisations around the world and across industries, and people tend to fall into two general camps. One expects the role to proliferate and rise in prominence. Gartner, for example, predicts that 90% of large companies will have a CDO by 2019. The other side, conveyed in Information Age, anticipates the role will be short-lived as digital simply becomes everyone’s job.