Flybits was born from recognition that humans are designed to make decisions using a multitude of inputs and sources of information. Our perception is also impacted by our current personal circumstances. Is the area we’re in very noisy, are we running late and stressed about timing, does the person we’re talking to remind us of someone in our past? Instances like this serve to create context that alters the way we process and judge a situation. Context is what leads two people who are experiencing the exact same conditions to come away with different interpretations. Context powers how we see and feel in every moment of every day. Flybits’ mission is to apply the power of context to the digital world to create experiences that are as individualized as one would find in real life. And while digital is increasingly able to enhance or assist a person in their physical world, Flybits is also able to leverage situational and environmental context to evolve one’s digital experience. It’s only with context that our physical and digital worlds can intertwine to become more than we’ve ever seen before.