Digital is an overused term, everyone is doing digital, but not
everyone is helping people get digital things to work across the
business. Digital isn't a tool, it's way of thinking.
Everything is stuff, or stuff is everything -
it's hard to call it digital services (it makes us cringe),
or software, or the "internet of things" because almost always
those terms will have been mis-sold by a salesman, and mean
nothing useful to anyone. So we stick with "stuff".