All trends follow a similar trajectory, known as the “adoption lifecycle” where a very small group of innovators and early adopters lead the way, solving the key challenges and paving a path for the rest of the world to follow. One example of this is the now ubiquitous technology of ecommerce. A few pioneers like Amazon and Ebay invented it, developing the key tools to make it possible. Then, over time, the rest of the world followed; now it’s a part of our daily lives.

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