--- title: "Meaning & Key Takeaway of: Digital, it is not the destination." description: "\"Digital, it is not the destination.\" — Ginni Rometty" image: "https://sms4smile.com/quotes/i/553/ginni-rometty-4640_destination_digital-it-is-not-the-destination-202579_2025799.png" --- # Digital, it is not the destination. ![“Digital, it is not the destination.” quote by Ginni Rometty](https://sms4smile.com/quotes/i/553/ginni-rometty-4640_destination_digital-it-is-not-the-destination-202579_2025799.png) [Download](https://sms4smile.com/quotes/i/553/ginni-rometty-4640_destination_digital-it-is-not-the-destination-202579_2025799.png) [Open image](https://sms4smile.com/quotes/i/553/ginni-rometty-4640_destination_digital-it-is-not-the-destination-202579_2025799.png) > “Digital, it is not the destination.” [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Digital tools are means, not the ultimate goal. **In simple terms:** Digital is a step, not destination. Key Takeaway Focus on outcomes, not tech. Themes technology strategy purpose Mood analytical forward‑looking Type business strategic When to use this quote - product development - customer experience - innovation strategy Key Concepts digital transformation goal alignment Questions to Reflect On - How to keep tech serving goals? - What defines success beyond digital? A Different Perspective Tech can become an end in itself. ★ ★ ★ ★ ★ No ratings yet [Destination](https://sms4smile.com/quotes/about/destination/) [Digital](https://sms4smile.com/quotes/about/digital/) [Digital Destination](https://sms4smile.com/quotes/about/digital-destination-3693228/) ## Related quotes > [If it's digital, it will be cognitive. If you think that, you're going to change the way you run a business.](https://sms4smile.com/quotes/ginni-rometty/if-it-s-digital-it-will-be-cognitive-if-you-think-that-you-re-going/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [Maine out of season is unmistakably a great destination: hospitable, good-humored, plenty of elbow room, short days, dark nights of crackling ice crystals.](https://sms4smile.com/quotes/paul-theroux/maine-out-of-season-is-unmistakably-a-great-destination-hospitable/) [Paul Theroux](https://sms4smile.com/quotes/author/paul-theroux/) > [The soil is the great connector of our lives, the source and destination of all.](https://sms4smile.com/quotes/wendell-berry/the-soil-is-the-great-connector-of-our-lives-the-source-and/) [Wendell Berry](https://sms4smile.com/quotes/author/wendell-berry/) > [“If you’ve been there, done that, gotten the t-shirt, isn’t it time to move on to a new destination? Don’t waste a lot of…](https://sms4smile.com/quotes/mandy-hale/if-you-ve-been-there-done-that-gotten-the-t-shirt-isn-t-it-time-to/) [Mandy Hale](https://sms4smile.com/quotes/author/mandy-hale/) > [Without a destination in mind, every road will be a dead end.](https://sms4smile.com/quotes/jhiess-krieg/without-a-destination-in-mind-every-road-will-be-a-dead-end/) [Jhiess Krieg](https://sms4smile.com/quotes/author/jhiess-krieg/) > [“As you travel along the roads in life, there is a certain kind of peace that comes with knowing you're on the right path.…](https://sms4smile.com/quotes/amaka-nkosazana/as-you-travel-along-the-roads-in-life-there-is-a-certain-kind-of/) [Amaka Nkosazana](https://sms4smile.com/quotes/author/amaka-nkosazana/) > [We make a lot of detours, but we're always heading for the same destination](https://sms4smile.com/quotes/paulo-coelho/we-make-a-lot-of-detours-but-we-re-always-heading-for-the-same/) [Paulo Coelho](https://sms4smile.com/quotes/author/paulo-coelho/) > [Do you want to make progress? If so, then take each problem not as a challenging rival, but as an encouraging friend of yours,…](https://sms4smile.com/quotes/sri-chinmoy/do-you-want-to-make-progress-if-so-then-take-each-problem-not-as-a/) [Sri Chinmoy](https://sms4smile.com/quotes/author/sri-chinmoy/) > [India should emerge as a destination that attracts people to invest here, which, in turn, will give a boost to investment, industrial growth and…](https://sms4smile.com/quotes/anurag-thakur/india-should-emerge-as-a-destination-that-attracts-people-to-invest/) [Anurag Thakur](https://sms4smile.com/quotes/author/anurag-thakur/) > [It was often this way, life consisted of a series of false beginnings, bluff declarations of arrival to destinations not even glimpsed.](https://sms4smile.com/quotes/jonathan-lethem/it-was-often-this-way-life-consisted-of-a-series-of-false-beginnings/) [Jonathan Lethem](https://sms4smile.com/quotes/author/jonathan-lethem/) > [“The final destination is death.”](https://sms4smile.com/quotes/lailah-gifty-akita/the-final-destination-is-death/) [Lailah Gifty Akita](https://sms4smile.com/quotes/author/lailah-gifty-akita/) > [And also I think the rise of other, you could say, destinations for international jihadis mean that Pakistan isn't necessarily the place where people…](https://sms4smile.com/quotes/mohsin-hamid/and-also-i-think-the-rise-of-other-you-could-say-destinations-for/) [Mohsin Hamid](https://sms4smile.com/quotes/author/mohsin-hamid/) > [Love is a voyage,not a destination ! <3](https://sms4smile.com/quotes/anonymous/love-is-a-voyage-not-a-destination-3/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [Loving yourself is a journey, not a destination.](https://sms4smile.com/quotes/tess-holliday/loving-yourself-is-a-journey-not-a-destination/) [Tess Holliday](https://sms4smile.com/quotes/author/tess-holliday/) > [It is a sweet thing that we serve a dissatisfied God who has destinations in mind for us that we would never choose for…](https://sms4smile.com/quotes/paul-david-tripp/it-is-a-sweet-thing-that-we-serve-a-dissatisfied-god-who-has/) [Paul David Tripp](https://sms4smile.com/quotes/author/paul-david-tripp/) ## More by Ginni Rometty > [I make time to exercise. It's not being indulgent. I think it's got a lot to do with your ability to manage properly and…](https://sms4smile.com/quotes/ginni-rometty/i-make-time-to-exercise-it-s-not-being-indulgent-i-think-it-s-got-a/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [You need to have a great support around you, people that empathise, understand and yet support, because these CEO jobs are all-consuming.](https://sms4smile.com/quotes/ginni-rometty/you-need-to-have-a-great-support-around-you-people-that-empathise/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [I was always surrounded by people that wanted to mentor you.](https://sms4smile.com/quotes/ginni-rometty/i-was-always-surrounded-by-people-that-wanted-to-mentor-you/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [Never love something so much that you can't let go of it.](https://sms4smile.com/quotes/ginni-rometty/never-love-something-so-much-that-you-can-t-let-go-of-it/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [It will not be a world of man versus machine. It will be a world of man plus machines.](https://sms4smile.com/quotes/ginni-rometty/it-will-not-be-a-world-of-man-versus-machine-it-will-be-a-world-of/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [Clients say, 'What's your strategy,' and I say, 'Ask me what I believe first.' That's a far more enduring answer.](https://sms4smile.com/quotes/ginni-rometty/clients-say-what-s-your-strategy-and-i-say-ask-me-what-i-believe/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [I'm the ninth CEO of IBM. Every one of my predecessors has steered through a technological shift, and every one left the company in…](https://sms4smile.com/quotes/ginni-rometty/i-m-the-ninth-ceo-of-ibm-every-one-of-my-predecessors-has-steered/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [Every part of your business will change based on what I consider predictive analytics of the future.](https://sms4smile.com/quotes/ginni-rometty/every-part-of-your-business-will-change-based-on-what-i-consider/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [If you ask me, 'So what is your business model?' Our business model's always about shifting to higher value opportunities.](https://sms4smile.com/quotes/ginni-rometty/if-you-ask-me-so-what-is-your-business-model-our-business-model-s/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [And so when I moved to IBM, I moved because I thought I could apply technology. I didn't actually have to do my engineer…](https://sms4smile.com/quotes/ginni-rometty/and-so-when-i-moved-to-ibm-i-moved-because-i-thought-i-could-apply/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [You can engineer change.](https://sms4smile.com/quotes/ginni-rometty/you-can-engineer-change/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [This century, the 21st century, will be the Indian century - and I really believe that.](https://sms4smile.com/quotes/ginni-rometty/this-century-the-21st-century-will-be-the-indian-century-and-i-really/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [So what it means is when you don't believe in the inevitable, it means you don't expect that that's how things have to turn…](https://sms4smile.com/quotes/ginni-rometty/so-what-it-means-is-when-you-don-t-believe-in-the-inevitable-it-means/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [Growth and comfort do not coexist.](https://sms4smile.com/quotes/ginni-rometty/growth-and-comfort-do-not-coexist/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) > [Artificial intelligence is one of 50 things that Watson does. There is also machine learning, text-to-speech, speech-to-text, and different analytical engines - they're like…](https://sms4smile.com/quotes/ginni-rometty/artificial-intelligence-is-one-of-50-things-that-watson-does-there-is/) [Ginni Rometty](https://sms4smile.com/quotes/author/ginni-rometty/) [Explore all 108 Ginni Rometty quotes ](https://sms4smile.com/quotes/author/ginni-rometty/) ## More Destination quotes > [It is a sweet thing that we serve a dissatisfied God who has destinations in mind for us that we would never choose for…](https://sms4smile.com/quotes/paul-david-tripp/it-is-a-sweet-thing-that-we-serve-a-dissatisfied-god-who-has/) [Paul David Tripp](https://sms4smile.com/quotes/author/paul-david-tripp/) > [Loving yourself is a journey, not a destination.](https://sms4smile.com/quotes/tess-holliday/loving-yourself-is-a-journey-not-a-destination/) [Tess Holliday](https://sms4smile.com/quotes/author/tess-holliday/) > [Love is a voyage,not a destination ! <3](https://sms4smile.com/quotes/anonymous/love-is-a-voyage-not-a-destination-3/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [And also I think the rise of other, you could say, destinations for international jihadis mean that Pakistan isn't necessarily the place where people…](https://sms4smile.com/quotes/mohsin-hamid/and-also-i-think-the-rise-of-other-you-could-say-destinations-for/) [Mohsin Hamid](https://sms4smile.com/quotes/author/mohsin-hamid/) > [“The final destination is death.”](https://sms4smile.com/quotes/lailah-gifty-akita/the-final-destination-is-death/) [Lailah Gifty Akita](https://sms4smile.com/quotes/author/lailah-gifty-akita/) > [It was often this way, life consisted of a series of false beginnings, bluff declarations of arrival to destinations not even glimpsed.](https://sms4smile.com/quotes/jonathan-lethem/it-was-often-this-way-life-consisted-of-a-series-of-false-beginnings/) [Jonathan Lethem](https://sms4smile.com/quotes/author/jonathan-lethem/) > [India should emerge as a destination that attracts people to invest here, which, in turn, will give a boost to investment, industrial growth and…](https://sms4smile.com/quotes/anurag-thakur/india-should-emerge-as-a-destination-that-attracts-people-to-invest/) [Anurag Thakur](https://sms4smile.com/quotes/author/anurag-thakur/) > [Do you want to make progress? If so, then take each problem not as a challenging rival, but as an encouraging friend of yours,…](https://sms4smile.com/quotes/sri-chinmoy/do-you-want-to-make-progress-if-so-then-take-each-problem-not-as-a/) [Sri Chinmoy](https://sms4smile.com/quotes/author/sri-chinmoy/) > [We make a lot of detours, but we're always heading for the same destination](https://sms4smile.com/quotes/paulo-coelho/we-make-a-lot-of-detours-but-we-re-always-heading-for-the-same/) [Paulo Coelho](https://sms4smile.com/quotes/author/paulo-coelho/) > [“As you travel along the roads in life, there is a certain kind of peace that comes with knowing you're on the right path.…](https://sms4smile.com/quotes/amaka-nkosazana/as-you-travel-along-the-roads-in-life-there-is-a-certain-kind-of/) [Amaka Nkosazana](https://sms4smile.com/quotes/author/amaka-nkosazana/) > [Without a destination in mind, every road will be a dead end.](https://sms4smile.com/quotes/jhiess-krieg/without-a-destination-in-mind-every-road-will-be-a-dead-end/) [Jhiess Krieg](https://sms4smile.com/quotes/author/jhiess-krieg/) > [“If you’ve been there, done that, gotten the t-shirt, isn’t it time to move on to a new destination? Don’t waste a lot of…](https://sms4smile.com/quotes/mandy-hale/if-you-ve-been-there-done-that-gotten-the-t-shirt-isn-t-it-time-to/) [Mandy Hale](https://sms4smile.com/quotes/author/mandy-hale/) > [The soil is the great connector of our lives, the source and destination of all.](https://sms4smile.com/quotes/wendell-berry/the-soil-is-the-great-connector-of-our-lives-the-source-and/) [Wendell Berry](https://sms4smile.com/quotes/author/wendell-berry/) > [Maine out of season is unmistakably a great destination: hospitable, good-humored, plenty of elbow room, short days, dark nights of crackling ice crystals.](https://sms4smile.com/quotes/paul-theroux/maine-out-of-season-is-unmistakably-a-great-destination-hospitable/) [Paul Theroux](https://sms4smile.com/quotes/author/paul-theroux/) > [Science sees the process of evolution from the outside, as one might a train of cars going by, and resolves it into the physical…](https://sms4smile.com/quotes/john-burroughs/science-sees-the-process-of-evolution-from-the-outside-as-one-might-a/) [John Burroughs](https://sms4smile.com/quotes/author/john-burroughs/) [Browse all 1,154 Destination quotes ](https://sms4smile.com/quotes/about/destination/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "Digital, it is not the destination.", "creator": { "@type": "Person", "name": "Ginni Rometty" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/ginni-rometty/digital-it-is-not-the-destination/", "about": { "@type": "Thing", "name": "Destination" }, "@id": "https://sms4smile.com/quotes/ginni-rometty/digital-it-is-not-the-destination/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/553/ginni-rometty-4640_destination_digital-it-is-not-the-destination-202579_2025799.png", "contentUrl": "https://sms4smile.com/quotes/i/553/ginni-rometty-4640_destination_digital-it-is-not-the-destination-202579_2025799.png", "url": "https://sms4smile.com/quotes/i/553/ginni-rometty-4640_destination_digital-it-is-not-the-destination-202579_2025799.png", "width": 1080, "height": 1080, "caption": "“Digital, it is not the destination.” — Ginni Rometty", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Ginni Rometty", "item": "https://sms4smile.com/quotes/author/ginni-rometty/" }, { "@type": "ListItem", "position": 4, "name": "Digital, it is not the destination.", "item": "https://sms4smile.com/quotes/ginni-rometty/digital-it-is-not-the-destination/" } ], "@id": "https://sms4smile.com/quotes/ginni-rometty/digital-it-is-not-the-destination/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```