Karim Amrani is Director at Jibly, developing new concepts, that take a creative and playful approach to social innovation. His grandparents were jbella (plural of jibly). Jbella are people who live in the mountains. Simple people, with little knowledge to grasp. Despite the lack of available information, they understood the world around them. They interacted with each other and their environment in a simple yet complex way. Many years later, I live in a world where all the information is available. Yet, we hardly understand our environment.