The phrase “Digital” is an oft used, little understood but highly controversial one. It’s accused of being a marketing term with little real meaning. Or it’s argued that we’ve been doing digital for years…..why is it any different now.

In an article published on, our founder Reda Hmeid argues that while it may feel like a term of little meaning or value, it becomes incumbent upon us, IT and digital professionals, to give it meaning. After all, organisations spend a lot of money on “Digital Transformation” – it should have meaning to it.

The article can be seen as a bit of a manifesto as to what we consider digital and how we can help clients achieve their goals.