When innovating, you're trying to think of something net new that improves the world. But your ability to almost remove what already exists can actually allow you to think through innovation in a much more effective way. In africa, for example, they didn't start with dialup just because other countries did that. They said, what's the best thing that exists to day? And they went straight to tellphones and probably three or four g so the reason i'm mentioning this is because narratives don't just impact the stories that exist in our lives, but it's important to think through how what exists to day influences how we think the future can be to morrow.