The Fourth Transformation: How Augmented Reality & Artificial Intelligence Will Change Everything Paperback – 4 Nov. 2016

One of the things I like most about The Fourth Transformation, which I just finished reading on my Kindle, is the way in which it will help you to join up the dots and begin to understand the fundamental, disruptive and accelerating changes we already see around us brought by advances in technology – notably, virtual reality (VR), augmented reality (AR) and artificial intelligence (AI) – and massive shifts in people’s behaviours.You’ll encounter plenty of new terms, phrases and expressions in this book – starting with mixed reality (MR) and spatial computing – that you will increasingly see online and in the workplace. There’s a useful glossary at the end of the book that explains myriad terms like those.If you’re keen to explore what’s next, this book is a good place to start.It’s also a book in which readers who either have little interest in the subject matter, and who find other books addressing the subject matter – and there are plenty – hard work or lack a rich story-telling element to hook you in, will find a worthwhile experience that assesses a tech-enriched landscape over the coming decade in layman’s terms.While The Fourth Transformation is a slim volume – just 208 pages in the paperback edition – it packs more than enough thought-provoking insights from the many use cases of real-world organizations already on their transformation journeys in a compelling narrative that’s conversational and authentic.In sum, The Fourth Transformation offers you a great story that will help you see more clearly the profound changes confronting us in our workplaces and in our homes. You may not agree with all you read here and prefer to make up your own mind.After reading The Fourth Transformation, at least you can make an informed decision.

I received a review copy from the authors and this review is my honest opinion.The Fourth Transformation is a fascinating insight into what is actually happening today. This is not science fiction. Whether you get VR or not, the reality is that these technologies have already been around for a while and are now starting to mature. In this book Scoble and Israel describe various scenarios where VR and AR are making a difference to the lives of real every day people. As another reviewer pointed out, would you have believed the hype about smartphones before you owned one?If you work in marketing or are a manager or just generally someone with strategic vision you need to read this book. For everyone else, reading this book might possible scare you! How we interact with the world is going to change very quickly. I for one cannot wait.

Chatty!

This is a whirlwind tour of upcoming and present stealth tech related to, mainly, augmented and mixed reality. Lots of links to companies and articles throughout for further investigation. Probably more useful as a thinking aid than a direct resource on the specifics.

Great read well beyond the AR/VR buzz, superseding those by showing interconnections with AI & IoT for example. Recommend.

You can't claim tech opinion currency without reading this

Scoble and Israel are essentially listing examples of promising VR/AR/MR companies followed by some commentary. They do not go in depth into the tech side or present any actionable insights for a would-be entrepreneur. I feel you can get the gist of this book by watching some of their talks, there's basically no difference or added value in this book.

great book

El libro escrito por Robert Scoble and Shel Israel tiene contenido sumamente importante para la industria tecnológica, iniciando por las tres transformaciones tecnológicas anteriores para crear un antecedente y en automático habla sobre la cuarta transformación, como revolucionará al mundo y la necesidad de que los humanos nos adaptemos a ella como lo hemos hecho siempre.El libro se divide en 3 diferentes partes, la primera habla sobre los videojuegos y los tres tipos de Realidades que ofrece la tecnología: Aumentada (AR), Virtual (VR) y Mixta (MR), detalla a cada una, sus ejemplos de dispositivos y algunos casos de uso. La segunda parte habla sobre los cambios que ya existen actualmente en las tiendas, los negocios, las áreas de la salud y la educación, en este segmento abundan los ejemplos y aunque algunos pueden parecer algo “simples”, después te hacen saber el impacto, ya que cualquier industria, por más de nicho que parezca, vale varios cientos o miles de millones de dólares.Por último, la tercera parte nos da una perspectiva mucho mayor y trata sobre cosas menos llamativas de esta transformación tecnológica: la pérdida de la privacidad y de muchos trabajos.Personalmente, considero que este libro les gustará a muchas personas, es sencillo de leer, por lo que puedes terminarlo en corto tiempo, los autores son considerados eminencias en el ámbito de la tecnología, la información es relevante, certera y ayuda mucho a enfocarse en los nuevos paradigmas que nos esperan en el futuro, no es necesario ser experto en tecnología para entenderlo y despertará el interés en muchas personas.

things move so fast in the digital and technical world, it's important to know what's next

See the Future now through these Gurus with all realities for work and lifeMy Best read book for some time must for all

Background:I first met Robert Scoble at a conference in San Francisco last year, but had seen him around from the days on Google+. In fact, it was just about the time he joined UploadVR as their Entrepreneur in resident. When we met, I acted like a fan and quickly asked to have a photo. The fact is, the guy was buzzing – fresh off a change in lifestyle and truly showing the benefits. You may be wondering, why would I start this book review in such a way? Well, the fact his energy is in this space means a considerable amount – he is backing AR/VR/MR as ‘the next big thing’ and I think he is right.When you add in my next fan moment (two of two last year) was with Gary Vaynerchuk in San Diego at Social Media Media World you’ll see how important it is you get to grips with what is going on here. Gary wrote the foreword to the book, and is backing up the importance of this transformation too. Together with Shel Israel (Scoble’s co-author) they position what promises to be a huge push for VR (and soon AR) which will bring us what is called ‘Mixed Reality’ within 5 years.If all you read is this, before you go and buy the book, then know you must not ignore what is happening behind the closed doors of millions of homes and offices around the world – a future in which we will learn, teach, market, communicate and play in unimaginable ways. Miss it at your peril, and buy the book if you want to glimpse its applications.The ForewardThe “Fourth Transformation” is what I would consider to be a ‘geek-out book’ about Augmented/Virtual Reality and Artificial Intelligence written by Robert Scoble and Shel Israel. But most of all, it is for people in business – you know this as the foreword is written by Gary Vaynerchuk.Gary Vaynerchuk is one of the main social media influencers who have been around in the last 8 years – a successful businessman who is consistently one of the first experimenters of new technologies like Snapchat. He gets how all this tech does one thing: it changes the way people communicate. In particular, he’s been aware of the younger generation, and how they are using technology differently. With so many VR spaces looking likely to have a social element in the future (take a look at Oculus’ Rec Room for a glimpse), brands need to pull up a chair and start to listen to what he has to say about VR too.His foreward acts as a bridge – i.e. saying that this book is to be paid attention to by marketers looking to connect with a next wave of people using tech.We all saw Pokemon Go, an augmented reality app, grab attention at the summer of 2016, and Vaynerchuk said that the adoption of this very quickly taught us two lessons: the first one is that mixing nostalgic brands with new tech results in rapid adoption by users. The second one is that the tech industry now has platforms that will get people to buy and use technologies in less than a week.Things are moving quickly and established brands need a plan.The IntroductionAs we move into the book, we see the voice is both Shel and Robert together; sometimes they will have different opinions, but generally the book is written with both of them on the same page.The first thing they talk about is paradigm shifts, and these are what the transformations are. They give a history of some of the most important transformations, from main frames to the introduction of the Macintosh in 1984. Then they write about how everything has moved from desktops to mobile.The fourth transformation, brings into focus virtual, augmented, and mixed reality (MR). They say: “MR glasses will control self driving cars, drones, robots, and the internet of things (IoT), but they will do a lot more than just that, they will blur the lines between that which is real and that which is a computer generated illusion”. I think, as somebody who’s been playing in VR, that this is one of the shifts in consciousness that people will experience i.e. this technology changes how we think and how we see the world.Continuing, they say “The digital blood than runs through these new devices gives them virtual hearts and brains”. This digital blood is Artificial Intelligence (AI). “This transformation is about greater accuracy, productivity, efficiency and safety, an entirely new way for businesses and customers to talk with each other.”Just like we found with social media, there is an opportunity for people to receive news and communicate in a new way, particularly in relation to VR over the next few years.This new form of visually compelling communication will allow us to be transported in new realms and connect with people in new ways. They write “It is a fundamental and global transformation”, but one of the challenges is, as they point out, if you’re looking for statistics and you’re looking for how this is going to hit your bottom line, they “don’t have it yet”.It really is early days, but they say, it’s early days in something that been “invested in enormously by some of the biggest players in the field. The book is written about the near term future for business decision makers.”They build the picture, or to create a map for us, they look at three sections:The first section describes changes in technology and people.The second one is about changes already going on in four areas of business (retail, the enterprise, health, and learning).The third section looks at the big picture, examining some of the challenges we will face.The Fourth Transformation – Part OneI remember when Facebook bought Oculus, a company that has been a kickstarter and very well founded by Palmer Luckey. Facebook suddenly paid a couple of billion dollars for it, and what we saw was a social media company investing in VR. I think a lot of us at the time felt that this was strange for Facebook. What Scoble and Israel talk about is that Mark Zuckerberg saw something in the future that could be and would eventually become the future of Facebook itself.What they say is “When this happened, it confirmed the head of the world’s sixth most valuable company was seeing what we are seeing, in other words that Facebook was shifting its course into the fourth transformation.”One of the things that the book addresses is that we have a slight linguistic issue at the minute. We talk about Virtual Reality VR, we talk about Augmented Reality AR, and we talk about Mixed Reality MR, being a combination of the two. The future is likely to be ‘Mixed Reality’, but the units that are being produced are largely differentiated into those two camps of VR and AR. It is likely that the units will be termed as smart glasses and the user will wear them as a unit in front of their face.From my perspective, as an explorer in this territory, Virtual Reality is the only one that I’ve managed to have enough experience with to feel confident to be talking about, the companies (or platforms) being largely Oculus and HTC Vive (with Google Daydream just emerging).Scoble then goes on to talk about spatial computing, which in essence is, as they write “The concept that computers can learn the contextual implications of location and the relationships of objects to each other through print clouds.” At this point of this review, I would say there is so much good info within the book that you need to dive in to really get a full picture.The next thing that is brought to our attention is John Markoff’s book “Machines of Loving Grace” – all about Artificial Intelligence and the role that it will play in the future. As AI becomes more sophisticated, people are going to have the ability for visuals to be like more like words – i.e. we have tended to think in terms of ‘words’ for Search, but the future is more visual for VR and AR.Google has done a lot of research around this area so that machines can tell what images are as well as potentially predict the next moments within those images. The thing that this book shows is that, for those of us who grew up in the 80’s, our mindset is different to what the authors call “the minecraft generation”. This means the ability for the generation – who are now in their teens – to pick up the tech and use it as digital weapons of this next revolution (their words, not mine) is increasingly apparent.Personally, I’ve found the nature of the content in Virtual Reality is often orientated towards the gamers and those of the younger generations, but that is ‘now’ and as new apps are developed we will see compelling use cases in all areas of life – education being the one that crossed all boundaries of age and geography. When you get it right, you get a ‘WOW’ from the experiencer.They comment that VR is likened to LSD except studios are being used instead of chemicals. In direct experience of both of these, I would say there is a similarity! Although massively different because the individual’s psychology is not as important a contribution to the experience as the environment or setting. As a reasonable comparison, it’s fair though. One of the big differences is control, and, how you can become the game but also that you’re in control of it. That’s something that’s considerably different to a lot of higher dose hallucinogenic experiences.What becomes apparent within the first couple of chapters is that mixed reality is an opportunity. If you look at the graphs from Google Trends that I’ve written about before, you can see that Virtual Reality and Augmented Reality are the rising terms. Mixed Reality, though, still has a way to go to become mainstream language. If you’re a marketer, you’re going to have to work out where the opportunity lies with your skill and with the people for whom you are working.One of the areas that are becoming most obvious as an application, for Virtual Reality in particular, is storytelling. As the authors said “There is something about humans that love a good story. It goes back to our earlier recorded times. In fact, storytelling is how we record our history.”When you look at the modes of available options in VR, there are two: The first one is 360 video, and the second one is more like a ‘game environment’. But there is this additional engagement process which we can see through things like Google’s Tilt Brush, where people are able to paint an environment or almost create a reality which can tell a story as well.There are loads of good examples within the book of how this engaged world is no longer a passive story, but an active process. To quote the book, very much like a play that Scoble saw called Sleep No More: “The stage is all around you, and you walk through, much like you will in VR movies that are coming.”There are many ways to approach the application of VR in relation to storytelling. And one that’s of increased personal interest is the role of social VR where people meet up and engage in conversations or around a particular experience. An example of this is AltspaceVR where there are Sketchfests where people are creating images and others are guessing what they are (or at least that’s what I think it happening as I only popped into one for a moment).There is also an emergence of comedy and comedians who are using VR as a place to test out an audience who already understands that they’re in a different world. As a trained stand-up comedian, having access to an understanding audience when they can see your hand motions, is something of an opportunity.Social VR will bring people together in those spaces, just like social media has enabled people to build friendships. Scoble talks about AltspaceVR and saying how connections were made in 20 minutes for him. I’ve had the same experience. One of the things with virtual events is how they can be attended without the needs to move physically. More than that, there’s also the potential for an infinite number of people to be viewing and experiencing that. This is huge for entertainment. But of course, people are going to need the headsets. One stat here from Business Insider says “VR headsets alone will grow from a 37 million dollar industry in 2015 to a 2.8 billion one in 2020”, that’s growing by a factor of 75. In other words, we’re just at the start of this taking off.“And like all transformations” they say, “they are just the earliest forms, the evolution from things that swim into a more amphibious state, in which many important creations drop hardly in the waters they are departing. As they evolve onto the land, they become a different creature. Five years from now then, we will see a different story, the innovation will have moved to headsets and people who have them will be spending more minutes on headsets and fewer on their old handsets, or mobile devices.”Mixed RealityAs my focus on this blog has been very much around the applications, I’m going to skip out some of the more technical information, but look just at mixed reality technology. They say “Mixed Reality combines the best aspects of VR and AR”, and here are some of the effects that explain the magic of this experience. The first one is that “it sucks light from air”, and they used the example of the Magic Leap demo of a whale jumping from the floor, even though this business and that demo in particular is still shrouded in a considerable amount of mystery. The next one is “it watches you”, it has sensors in your lenses. Then, “it learns about you”, using Artificial Intelligence – it can see what you’re reacting to. Then “it augments audio”, which means it creates audio that is better than real. The next is “the world is your interface where you will see screens and objects that are overlaid onto the real world”. Next is “it maps the world in 3D”. On this one, I experienced Google’s project Tango last year and the world had been mapped and a chair that was in front of me had an animated dog jump on it, and know the height and distance of that chair away from me – so I know what that looks and feels like. Next one is “you can touch and move things” which means these objects can be manipulated. The last one is “you can see the data, your glasses are also connected to the Internet of things, and so you’ll be able to read data from it, for instance, being able to adjust a thermostat.”There’s no doubt that, throughout the book, Scoble in particular sees that Apple will be a major player in the Mixed Reality space. He says that the acquisitions that Apple is making will enable so much of this to happen.Next, they discuss the importance of the eyes. “Eyefluence” is a business which focuses on eye tracking with the ability, by watching the user’s eye, to take cues from, as they say, “winks, blinks, nods, or taps”. In other words, the subtlety of what you are doing with your eyes will become the gestures by which you would have moved your mouse.As they talk about accelerated mole whacking, it reminds me of the episode in Black Mirror where the overlay was so real that the guy was convinced that it was there (without a headset). This is what we would expect. The question then becomes: how does the mole change its behavior based upon how we are? And that’s where Artificial Intelligence is going to come in.With this feedback mechanism, you can reshape storytelling based upon what the viewer is feeling. So it closes the loop off between a narrative that is given and the same for everyone, and one that is created through a dialectical exchange of the viewer and the viewed, much like life itself.The Fourth Transformation – Part 2In this section, they next look at ‘ubiquitous shopping’, and this is one of the most obvious applications for people who are seeking to understand how Virtual Reality could be sold to clients.I have found that the Shopify sponsored Thread Studio is probably the best example of this right now, where an ecommerce site has created a VR environment where people can add logos to their “products”. I think this is early days for this type of branded content. Right now it has novelty value, whether or not it has a commercial one.In the book, they predict that 2018’s Christmas season will be a VR Christmas. So we still have a way to go, but VR Christmas will mean customer experiences in VR, where people are buying in VR. This is not far away at the same time. “Shoppers in smart glasses”, they say, “will look up products of interest and see product information and customer reviews. They will see selfie avatars of themselves wearing items in a choice of colors.” And going back to the Shopify experience, it will be a case of not seeing a mannequin but seeing themselves wearing those clothes. To quote the book, “By 2025, smart glasses will be as ubiquitous as oxygen and many bigger brands are preparing for it.”January 2016, Google reported that they had 5 millions units of Google Cardboards shipped. Then, later in the year, they released Google’s Daydream View. They’ve also been heavy investors in mixed reality glasses. Adding in that they introduced Project Tango, which is an AI system for mobile handsets. In other words, Google is very active despite not having a tethered headset, like Facebook does, in the form of Oculus. When it comes to Google’s role, and knowing that Google is an advertising business with a great strength in ‘Maps’, we can see that internal mapping of environments is something that’s going to be on their radar.If you’re looking for a direct application, then “Blipp to buy” is the one that’s suggested. They say “The concept of the world is your department store is where we are heading, where you would use an app, such as Blippar (a mobile augmented reality app), in order for you to engage with the visual web and to purchase when you see somebody walking down the street wearing sneakers that you like.” This is going to change the opportunities for influencer marketing in the real world and the positioning, where by people don’t even have to visit a website in order to purchase something.To quote the authors, they believe that by the year of 2025, both Virtual Reality and Augmented Reality will be swallowed into the more elegant Mixed Reality. And they see that Goldman Sachs “is right about 50% of sales being in Business to Business environment.”Augmented Reality at the moment has been led by Hololens, which is a Microsoft product. But because it’s 3000 dollars, the consumer market hasn’t been fast to pick it up. But, with corporations, as they say, facing fewer barriers, and price being less of an issue, it’s likely that businesses will be able to be some of the first adopters, when the use cases are clear. For instance, people wearing headsets in engineering environments.They go on to talk about the applications, including in NASA, of augmented reality glasses. It’s also clear that applications for both Virtual Reality and Augmented Reality will be picked in the real-estate industry, something that the Weavr.Space team has up and running already (with a white-labelled solition). In addition, in the luxury homes market, the authors talk about people being given a Samsung Gear VR headset when they are serious about a house purchase. It is all about access and adoption of the technology with a purpose.One of the obvious areas of application is healthcare and education. MindMaze is using Virtual Reality to help reduce pain – “they can mirror an amputee’s experience in Virtual Reality so that it appears that their leg or arm is still there, and this will trick the brain into not having phantom pains.”When you see that MindMaze will partner with the existing platforms of XBOX or Sony PlayStation VR, it doesn’t require additional computing technology in order of people to have access. It will however look at having something they call “Neuro Goggles”, helping the 1.1% of the world population who are schizophrenic as a way to moderate moods (using the example of regulating how flames shoot from fingers based upon mood).Another business they talk about is BrainGate, where people use brainwaves to manipulate objects in front of them. For those 5.6 Million quadriplegics in the US alone, this is clear as a valuable application. Adding bionic exoskeletons and you can see how Virtual Reality avatars can be used to essentially have a robot body, for those that would otherwise be incapacitated. There are many other applications mentioned including autism and how to effectively teach kids to cross a busy street, clearly not Street Champs.The applications for teaching are literally every field that you could imagine: medicine, through to languages, through to history and geography. Google’s Expedition Kits are virtual learning in tools that take a classroom to places they would otherwise not have the ability to visit. As well as the availability of virtual teachers that could allow for classrooms to be set up very much like we read about in Ready Player One (which is being made into a film that will be released in March 2018). With an acquisition of Promethean World for a 100 Million by Net Dragon, we can see that already 2.2 million teachers are getting ready.Quoting Jason Gantz: “VR education will allow us to learn faster and more actively than ever before. And VR collaboration spaces will allow us to work from anywhere to solve the world’s ground challenges.” Writing on the Singularity Hub blog, whose authors have always been at the top of this type of technology, we can see that this really could become the future of learning, as they say.The Fourth Transformation – Part 3This is really the section where they consider what could go wrong, and it’s a very balanced view of the upsides, and the challenges. What is obvious is that within the last 10 years, we’ve moved from a time of memorizing people’s phone numbers, to a place where so much of our lives is being run through smart devices. The future, as we move into this fourth transformation, will require similar a shift in our behaviors and potential consciousness. But it is Artificial Intelligence and the feedback mechanisms coming from the Internet of Things that will begin to change, as I see it, what we are as creatures. Virtual Reality is gaining a huge traction in games and entertainment, but it’s the generation below that’s going to be most obviously affected by the option to no longer see reality as exactly what it is, but to overlay, and as they say, kill ugliness.When you add in virtual sex, we begin to see the authors’ hark back to the 1932 classic by Aldous Huxley, Brave New World, where both people take Soma to avoid reality, as well as have feelies which could be considered as a precursor to what we all eventually consider as Virtual Reality sex. But what happens when kids have access to all of this? Will they end up wanting to no longer procreate? Yeah, why bother, when you can have every fantasy satisfied within a VR environment with Artificial Intelligence adjusting the course and direction of that relationship?The movie HER is probably the most brilliant movie that shows our relationship between isolation and loneliness as we interface with technology that is increasingly there to serve us. Roger McNamee says “I worry that prolonged exposure to Virtual Reality will lead to undesirable neurological side effects. I worry that policy makers are too ignorant and lazy to prepare for massive social change. I worry that the leaders of Silicon Valley lack empathy” and so do the authors. And as technology and the pace of change of adoption of it quickens, we are going to have to deal with the societal challenges that come from it. This includes the nature of work that people do, and the amount of time that they spend plugged in. Along the way, we’ll come across new forms of scams they say, as well as more spammy forms of marketing, where people are not considering the value of the relationship and the connection.So then, moving towards the end of the book, they say “Brain hacking uses simple tricks to improve memory, reasoning, mental fluidity, productivity, energy and mood, as we described with Mind Maze”. This sounds a little like Clockwork Orange. The question is “could people negatively influence you through this technology and could you actually have your brain hacked?”. What’s for certain is that the self is changed when it glimpses the possibilities of Virtual Reality. The question, as they say, is whether we’ll end up more isolated or whether we’ll have the potential to connect with more people in a more meaningful way through all of this technology.So, what will it mean, by the year of 2025, that more people will be using Mixed Reality headsets than handsets? The fact is, I don’t think we know yet, but what we do know is that the adoption they suggest is going to come in three waves, as that transformation occurs and we move from the primordial swamp into a digitally upright position.The waves carrying us are:Virtual Reality with 10 million adopters in the 1st year.Then Mixed Reality which they consider has more potential than VR with both Magic Leap and Apple that we’re waiting on.The 3rd one is smart glasses which are Mixed Reality glasses but smaller and more self contained and fashionable, as opposed to the larger units that we have now.They say “By 2025, the fourth transformation will be complete and billions of people all over the world will use the smart glasses as the center of their distal lives, increasingly, they will leave their phones at home and will not miss them.We will live in a new world. Our relationships with our devices will be far more intimate than we have experienced with our phones.”If you hold that vision of the future, then everything else is just to move towards it.They finish the book with a piece about IoT (Internet of Things), and they say “IoT is the nervous system of spatial computing. Each of us becomes part of something far greater than ourselves, far smarter than Watson, currently the world’s smartest machine. If the Iot is the nervous system of the fourth transformation tech, then Artificial Intelligence is its very soul.” And as Israel says “Scoble says we are building a new God” where he (Israel) is is more agnostic on the issue.So the ‘digital servants’ created by us, that are powering the experience that we have when using this technology, could also become a new master. We know that that is the risk that’s being discussed. Everyone from Stephen Hawking to Elon Musk has raised their concerns. But if this is the trajectory that we are taking – through our participation of the purchase of the units, the consumption of the applications, the reviews and the encouragement of the providers – then this is the path that we are going to follow. If you look at how far, they say, and how fast we have come in the last 10 years, just know that we are going to go so much further in the next 10 years.Finally:The only negative comment I have to make is about terminology and adoption. The book cover has an image of a VR headset, and talks of AR and AI in the subtitle (not VR), but seeing as it is such early days I think I’ll forgive the authors. Knowing what MR looks like yet is not possible, but this book is a necessary read for everybody who is looking for faith that a VR, AR, MR future is the one that we’re going to be living in. The real question becomes is “what are the roles and responsibilities for all of those people who are involved in this space?” as well as an understanding that came from a Facebook post by Robert Scoble that I’ll finish on, which is: “In the future, we are most likely to become artists, and I think that that is the piece that gives me the most hope. More than the technology, more than the applications, is that somehow it brings out the best of us, an art is something to be shared.”Let’s be artists, and play much more. With the robots (well, AI) taking our jobs I think it may well mean I finally get my comedy act moving too.

I spent past years following Robert and Shel in their adventures via Facebook and other ways. Always a pleasure to see them focusing on innovation and associated products. This book is state of the art review of augmented, virtual and mixed reality. I had to read it twice (for now) in order to perfectly digest the significant impact of this industry and review numerous references of companies, products, technologies.My book is now colorful of highlights and I will use it as a basis to track those predictions and trends until next book!