Digital disruption has become the driving force behind innovation, enabling the creation, delivery and support of products and services in a cheaper, quicker and more convenient manner, radically changing both business and society. Although similarly transformational changes have historically been met with resistance - notably, the Industrial Revolution - digital has been eagerly embraced by consumers and enterprises alike. It may be that we have never seen such a strong desire to adapt to change as we see now.
Digital technology is driving transformation at every level, creating new business models, delivery options and products and services. As a result, every organisation is focusing their innovation efforts through the digital lens. Although this approach is driving remarkable change, it is also highly prescriptive, creating a real risk of companies missing innovation opportunities that don't originate in the digital world. This paper therefore takes a step back to uncover additional routes inspired by the non-digital world. In doing so, it reveals qualities of life that are fast becoming extinct (reflection, appreciation, anticipation, mindfulness) and looks for ways to recreate these qualities in the 21st century to differentiate brands and deliver new types of social well-being.