24 Takeaways From The Fourth Transformation

24 Takeaways From The Fourth Transformation

The Fourth Transformation, a book about some of the newest, most disruptive technologies, begins with a foreward by social media mogul, Gary Vaynerchuk (better known as @GaryVee), who recalls how people once said they would “never” use Facebook or Snapchat. @GaryVee goes on to note that the new “nevers” are augmented and virtual reality.


Observing how the Pokeman Go craze gave us a glimpse of the potential for mass consumer adoption and quick business application of augmented reality, Vaynerchuk, like the authors of the book, urges us to embrace doing the new things we think we would never do!


Co-written by futurists Robert Scoble and Shel Israel, The Fourth Transformation is divided into three parts:

Part 1 focuses on Augmented Reality (AR) and Virtual Reality (VR).

Part 2 examines technological disruption in retail, enterprise, health and learning.

Part 3 looks at the “disturbing possibilities” of emerging technologies: loss of privacy, loss of jobs, and an inability to discern the truth from illusion.


Catching up with Robert Scoble at the Mobile World Congress in Barcelona, this month, I asked him if he would mind if I wrote a compilation of some of my takeaways from his book. He said, “Go for it!” So, join me know for a glimpse of our here and now — and our near future:


1. The breakthrough of Artificial Intelligence (AI) is computers teaching themselves (machine learning — ML).

2. The average gamer is 31 years old.

3. It is estimated that there are 1.2 BILLION gamers.

4. If your marketers aren’t thinking about AR integration, your company will not get the attention of new consumers (dubbed “the Minecraft Generation”).

5. What starts in games does not stay in games.

6. A generation growing up with AR, VR and MR will expect all three when it shops, works, and plays.

7. Games drive innovation.

8. Think of VR as cave drawing in high tech. No need to explain what is seen. Ancient storytelling.

9. In five years, all movies will be in VR.

10. VR can create deep emotional connections in very short period of time. Consider its “hyper-social” effects.

11. Pokeman Go demystified AR for more than 100 million people.

12. AR and VR platforms will help with “Pinpoint Marketing”, marketing based on the consumer location, the time of day, personal profiles and buying patterns.

13. Mixed Realty (MR), which combines the best of AR and VR, will use haptic sensors to achieve a sense of touch and temperature.

14. Intelligent agents will watch our eyes to see what we watch and assess our thoughts and emotions regarding what we are seeing as we see it.

15. Shopping will become ubiquitous: we will instantly have the ability to know the brand of what we are looking at and buy every item we see as we see it.

16. A person’s location will become less relevant (and more) to business.

17. Stores will become extremely personalized, knowing and catering to our specific tastes and buying habits.

18. The Visual Web eliminates language barrier to buying.

19. Brain waves will replace hand controls.

20. The brain will become our interface.

21. Innovation will beget innovation: at a HoloLens Hackathon, a team developed an app in less than 48 hours that created in mixed reality an avatar that uses sign language as well as subtitles to help those who are deaf communicate more easily.

22. We learn better what we see: AR, VR and MR will help us learn and retain better and faster.

23. In a virtual classroom, everyone has access to the best teachers.

24. In a virtual classroom, sensors can watch students to gauge learning.


There is much more covered in The Fourth Transformation. I just wanted to share some of the takeaways I found particularly interesting. Hope you get and enjoy the book!

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