Moreover, we all learn from our mistakes, but until recently, mistakes were too costly for entrepreneurs to make with wanton abandon. This too has ch… - Peter Diamandis

After a novel technology is introduced and begins gaining momentum, we tend to envision it in its final form — seriously overinflating our expectations for both its developmental timetable and its short-term potential. Invariably, when these technologies fail to live up to the initial hype — usually in that gap between deception and disruption on our list of the Six Ds — public sentiment for the technology falls into the trough of disillusionment. And this is where a great many of the technologies discussed in chapter 3 now sit. But when technologies are in the trough, we are again swayed by the hype (this time, the negative hype) and consistently fail to believe they'll ever emerge, thus missing their massively transformative potential.

In 2018, All Nippon Airways (ANA) funded the $10 million ANA Avatar XPRIZE to speed the development of robotic avatars. Why? Because ANA knows this is one of the technologies likely to disrupt the airline industry — their industry — and they want to be ready.

There are now kits that let your plants tweet when they need to be watered, Wi-Fi-connected cow collars that let farmers know when their animals are in heat, and a beer mug that can tell you how much you’ve drunk during Oktoberfest. As Arduino hacker Charalampos Doukas says, as sensor prices crash downward, “The only limit is your imagination.