Digital transformation is about transforming processes, business models, domains, and culture. Studies show that the failure rate of digital transformation is quite high up to 90%. Studies show that the transformational leadership model has a significant impact on digital transformation adoption. This paper identifies the positive and negative attributes of transformational leadership including the components that support and are affected for successful adoption of digital transformation. Furthermore, the paper combines several findings related to the attributes and components in the form of a conceptual framework. The conceptual framework can serve as a guide for organizations for their digital transformation journey. © 2023 The Authors. Published by Elsevier B.V.