Forget the Big Data 3V’s. Tuning my framework grounded on: 1) time, 2) space and 3) agency. I started to call it “digital realism” to stress the process of digital eversion of the real. I think it’s time to go beyond the current trivial big data and digital transformation discourse and to focus on 3 foundational dimensions: 1) imbricated and preempted time, 2) sensed and transducted space and 3) coded and entangled agency and to stress 3 business vectors grounded on this technontological architecture: a) value design; b) service design and c) experience design (Accoto 2105)