Are we limiting digital innovation in the way we think about it? Historically, it’s been seen as an efficiency play, measured by performance metrics. Consequently, we’re thinking and acting more like machines, which blurs the lines between what it means to be human. Efficiency seems to be the Holy Grail but humans need an element of surprise and discovery – not the relentless march towards perfect efficiency. So, we’ve reached the point where we need to make digital more alive and more than just an information system. We should be thinking of digital as being part of the natural world and fusing the two together so it has greater meaning among people in the 21st Century.