ethics in general and digital ethics in particular, cannot be a mere add-on, an afterthought, a late-comer, an owl of Minerva that takes its flight only when the shades of night are gathering—once digital innovation has taken place, and possibly bad solutions have been implemented, less good alternatives have been chosen, or mistakes have been made. Nor can it be a mere exercise of questioning. The building of critical awareness is important but it is also only one of the four tasks of a proper ethical approach to the design and governance of the digital. The other three are signalling that ethical problems matter, engaging with stakeholders affected by such ethical problems, and, above all, providing sharable solutions. Any ethical exercise that in the end fails to provide some acceptable recommendations is only a preamble. So digital ethics must inform strategies for the development and use of digital technologies from the very beginning, when changing the course of action is easier and less costly, in terms of resources and impact. It must sit at the table of policy-making and decision-taking procedures from day one. For we must not only think twice but, most importantly, we must think before taking important steps.