The continuous advancement of technology and its uses have paved the path for what we call today the ‘digital economy’. The success of any business in today’s environment requires plasticity to its most precious
available material: data. ‘Plasticity’ has been associated to visual artists who through the use of different materials have created beautiful products that
satisfy human tendency of emotion, beauty and pleasure. The creation of these products requires the appropriate balance of elements and principles and is synonymous to what is needed by today’s businesses: the balance
between three specializations - Art, Science and Technology. While Science observes and Technology builds, Art and its fields of action is what creates,and the objects of this creation is what customers consume.

Businesses exist to produce and distribute visual cultural references, either through a product and/or service. To remain relevant businesses need
to come up with new ways to deliver to the vast amount of diverse experiences that humans seek. If done successfully, with the ‘plasticity’ of data, this will result in sustainable profitable success.

The findings from this paper have implications for future leaders,strategic conversations and the reshaping of future businesses.