The author(s) declared the following potential conflicts of interest with respect to the research, authorship, and/or publication of this article: KB formerly worked at NHS England and works for the Ontario Cabinet Office in Digital Government, and Emily Carr University of Art and Design. She has worked as a consultant for various Provincial governments in Canada, and is an advisor to Prizm Media Inc. HP has received consultancy fees from Crystallise and The HELP Trust. He has received funding from myownteam, Shift.ms and various parts of the NHS/Department of Health. While we consulted colleagues in NHS England bodies, views expressed are our own.