The Digitals are technology-oriented and tend to be growth achievers: their growth aspirations are being achieved, or they are on track to achieve them. They are represented across most industry groups, but skew slightly towards professional services, education, scientific and technical services, and are slightly more likely to be importing or exporting. If the digital economy was an industry it would be larger than Australia's agriculture, transport or retail industries. In the endogenous growth model developed by P. Romer, knowledge is an important driver of economic growth. The emergence of the knowledge economy has led to competition among firms based on technology and innovation. The Digitals are focused on fulfilling business goals and therefore look for information to assist them. Advisory services targeting Digitals tribe would need to have a very clear and established relationship between the specific goals and aspirations of the owners.