I think of this as the asteroid impact that the slow lumbering dinosaur is all dying in the furry mammals, the ones that rapidly evolve. The classical innovation process inside a company is very limited. You should be having kind of a crack team of people who have just given freedom to say, how can this potentially change my entire company? But it's hard because you are fighting against the inertia of your company. So this is why I think you have to think and think again from first principles. If this technology is real time for us to cross modalities, let's go forward five, 10 years and work back. Does my company still exist in this current format? Can I out-comp

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