The article discusses management processes in the digital transformation of modern companies and provides an overview of current concepts for defining the term digital management. The digital management methodology is developing and of interest to a wide range of researchers. Approaches to implementation are expanding in terms of tools and substantive elements. The article formulates principles of digital management as a necessary element of the methodology. These principles represent patterns of the digital management implementation process and provide recommendations for its successful completion. The author considers the research object from a systematic perspective: the interrelationships of the principles and their implementation conditions provide a holistic view of the digital management implementation algorithm. The author's hypothesis is as follows: successful implementation of digital management in modern organizations requires understanding and observing certain principles established to systematize the patterns and vectors of organizational management actions. This article will be of interest to anyone dealing with digital management problems, the digital transformation process, the introduction of digital technologies into modern companies' activities, and senior managers.