voice interfaces stand to reshape commerce in much the same way that the internet did 30 years ago. Existing supply chains, marketing strategies, and brand systems are optimized for the screen-based way that we currently interact with the web. Companies that are not thinking ahead to the next platform shift will inevitably fall behind.
"We as executives have to resist our natural tendency to avoid or minimize risks, which, of course, is much easier said than done," he says. "If you want to be original, you have to accept the uncertainty, even when it’s uncomfortable, and have the capability to recover when your organization takes a big risk and fails."