At an extreme, this leads to the phenomenon of “self-quantification”. Individuals have never before been able to record the metrics that measure the routines of their life which affect their health and wellbeing. Now they can. Not just for the sake of losing weight or improving their fitness, but for a whole range of indicators, from sleep behaviour to work/life patterns to mood changes. Not everyone, myself included, wants to be self-quantified, or “body hacked”! But the general principle of enablement, in a personalized way, is a very powerful one. It goes to the heart of the choices one makes as an individual, and how we can make better choices. Digital content is a precursor to making better choices. For instance, Nestlé Milo paired an activity bracelet with a unique exercise and meal-planning app to help kids better understand the link between their diet and physical exercise. By combining challenges, video, avatars and real-time data, we appealed to their love of technology and games. So rather than force them outside to play, users were encouraged to take more steps each day in order to top the leaderboard among their friends, and follow tips and tricks to become “champions” in their chosen activity. They could see how much energy they burned in the process. Alongside, they could view their meal choices in terms of energy consumed, giving a quick indication of their progress towards a more balanced diet and exercise regime. By using more carrot and less stick, we gave kids an opportunity to actively enjoy being responsible with their health, and they jumped at the chance. It’s perhaps worthwhile to remember the second meaning of “smart”: it is not just an adjective, it’s an acronym – Specific, Measurable, Attainable, Realistic, Timely. These are no longer goals for career-builders in business. The ordinary person has been enabled by the Digital Revolution to apply them to himself and herself, too. 4. Practical Content Our final type of content is very practical. It sounds quite flat, but in fact it is empowering. It is content which helps elevate and enhance the collective experience of individuals, communities and businesses. This type of content puts resources in your hands.