Creating value or persuading consumers that a brand has value is no longer as easy as it was when digital platforms were first introduced. Digital performance systems used to be rare, but they have now become a market entry requirement and no longer give a competitive advantage. They help a company get ‘into the competition game’, but securing a position in the game is not solely dependent on the technology systems, the brand’s products and the brand’s services. Even the top competing firms with the latest technology have learned that customers require more than just an easy way to order their products and services. The power of technology has disrupted the confidence consumers have in large corporations; thus, companies are encouraged to produce innovations that improve quality of life and satisfy the needs and interests of all stakeholders, not just shareholders (Hardcastle et al., 2025). Above all, long-term value creation must prevail over short-term goals to maximise profits, replacing technology services that offer one-sided value with services that offer inclusivity and creativity from those expected to use them.