Ford invites customers to dream up their perfect Mustang – and build it too. Customers use its website or mobile apps to configure a bespoke vehicle. A final play, not as broad but still capable of scale within a defined audience of higher value customers, pushes empowerment into the physical space: the content becomes a utility. Yes, tools are also content. This is where digital design most influences experience. How, for instance, to design a tool which enables you to configure a vehicle? Or to guide you through your menu choices? In essence, digital enables companies to contextualize their products and services through information at greater scale than ever before. It all starts with an idea. But an idea today has no wings unless it explores some of these digital dimensions. At its best it will play freely among them. When we created a program for Coke Zero in the US, the idea was that you wouldn’t know it until you tried it. Armed with the research-driven knowledge that 85 per cent of Millennials had never tried the Coke variant, but knowing that half of them would become monthly drinkers once they did, we deployed digital technology