Abstract:

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.