Based on the previous topics covered such as Design Thinking and Business Model Innovation we were tasked with: Selecting an industry of interest; Defining a problem in a particular industry; and Proposing an innovative solutions to the challenges. What is the role of the new concepts in digital business? This task involved interacting and communicating effectively with business stakeholders. One of our group members presented an overview of her business. She proceeded to outline the challenges they experience within the Fast Consumer Moving Goods industry. These challenges include: The inability to maintain an end-to-end visibility of the supply chain; The conflicting KPIs that caused competition instead of cooperation; The inability plan and co-ordinate the supply chain effectively; The inability to understand the customer or to "hear their voice" that impacts customer-centricity; and The inefficiencies in the upstream and downstream of the supply chain. We proceeded to us