Rising adoption and public success stories have given cognitive computing momentum. At the same time, Watson has expanded beyond its early forays in oncology into financial services and beyond. Results from early adopters indicate that it is relevant where winning, serving, and retaining customers requires processing a corpus of text that is too large for manual analysis. Application development and delivery (AD&D) teams should adopt a staggered approach; go from simple to complex and focus on prebuilt Watson capabilities first.