The archive and records management profession has a critical decision to make: whether to continue to ignore the challenges posed by the creation of digital content, or to actively and enthusiastically demonstrate its relevance and skills in this area. In this article the author explores why archival theory is needed more now than ever, why this fact is largely being ignored and the risks of allowing this situation to continue. Ultimately it challenges the reader to embark on this new professional journey and to take 'the road less travelled by'—whilst they still can.