In our last two posts we sought to summarise 2 of 3 critical success factors when it comes to digital business: business model generation and value proposition design, and experience. We now want to summarise the third success factor, being the first amongst equals - Culture. What are the right digital business ideas, customs and social behaviours? To us, the overarching idea is the accretive co-creation of value with digital. Supported with critical thinking, discovery, exploration, a responsible exchange (of value) and continuous improvement, this can be achieved by converging people and technology to transform or extend an organisation's business model, value proposition and experience to generate more customer value that (1) like water should give without taking nor contending; and (2) should be aligned with an organisation's vision, mission and values. A digital business model, value proposition and experience should prove more sustainable that way, with value being co-created with courage, inspiration and empowerment - and with both our minds and hearts converging to deliver better outcomes for people and communities.