In this video interview with Business Reporter, CEO and Co-Founder of Good Growth, James Hammersley, suggests that the single biggest driver of decisions on technology should be commercial return. Introducing an approach he calls ‘digital unplugged’, he argues that business leaders need to face up to the incessant demands for investment in digital technology by focusing resources on improving performance of current platforms before investing more. This he suggests is achieved by driving a customer-centric approach based on insight. Doing this is a people and organisation challenge and getting it right delivers significant growth.