State Farm is almost the opposite of a tech startup. State Farm is #36 on the Fortune 500 and has been the #1 insurer in the United States for the last 70 years. But three years ago, State Farm executives knew they needed a digital transformation of basically Biblical proportions to continue to be relevant in the digital age. They had "dabbled" in online but failed, by their own admission, to put all the innovations together successfully. They had hired a consultant, automated existing business processes, but had not moved the needle on customer experience, revenue, or profits. As a result, the brand was getting less relevant in an app and digital-centric era, and market share started to suffer.