'Iterative innovation' helps normalize consumers to far-out changes in the retail landscape.

People love making wild predictions for the future — flying cars, sentient homes, Martian settlements, 3D-printed food, etc. While these predictions may often be feasible from a technical perspective, in reality they are rarely realistic visions of the future. This isn’t just because predicting the future is an extremely difficult endeavor, it’s also because most predictions of the future are based on the perspectives of today, while simultaneously abandoning any possible path of iteration that would connect existing solutions to future ones.

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