" most companies fail because they get too comfortable doing what they have always done, making only incremental changes. And that is especially fatal today, when technology-driven change is rampant. So the question to ask isn’t what will be true, but what could be true. Asking what will be true entails making a prediction, which is folly in a fast-moving world.205 Asking what could be true entails imagination: What thing that is unimaginable when abiding by conventional wisdom is in fact imaginable? "

― Eric Schmidt , How Google Works