For my birthday a couple of years ago I ate Michelin star fish and chips! It was at the fabulous 'Man Behind the Curtain' restaurant created by extraordinary chef Michael O'Hare. This dish was one of the winning dishes in the previous year's Great British Menu TV show where it was served at a banquet celebrating 100 years of the Women's Institute. It was by far the best fish and chips I have ever tasted.

The thing that struck me most about that, and the other eleven dishes we were served that evening(!), was how each one was so simple but at the same time so incredibly complex. For example, my wife is vegetarian and one of the dishes she had was a Thai green curry. It was simply some noodles and a Thai green curry sauce. Tasting it though was this astonishing experience of something that was both every green curry I've ever had and yet like no green curry I've ever had. It was the essence of a green curry distilled and refined right down into two simple, perfect components, the noodles and the sauce.

The fish and chips was the same. We had a perfectly cooked piece of fish on crispy, shredded potato with a little sauce and covered in squid ink. It was so simple but it perfectly captured your best ever fantasy of the flavour of fish and chips.

As we left the restaurant after the meal I thought about the experience and wondered what the technology equivalent of Michelin star quality might be. It seems to me that now is exactly the time we, as entrepreneurs, investors and technologists need to get a grip on this. Technological progress is increasing exponentially and the inevitable backlash against our digital world has started. As we all step up to play the World Game, we need to confront our relationship with technology and choose wisely how we project our technology moonshots into an increasingly fragile planet.

I believe that the best experiences are real-life experiences. Experiences that connect humans to humans and humans to the world around them. For me, the purpose of technology is to enhance those real-life experiences. The best technology does this in a way that users only notice when it's suddenly gone.

My favourite technology is always the technology that you don't notice. If you look at technology and it seems big and complicated then it's wrong. The best technology is always subtle and enhances users' lives without being brash and obvious. It knows exactly when to intervene, gently guiding the user to where they want to be. It doesn't interfere when it's not required and solves problems without creating new work for the user to do.

We have to focus on the experiences and impact our technology delivers because if the technology itself is the main event then we're not solving problems, we're creating them.