We live in the age of exponential technological progress. It’s hard to imagine that just 10 years ago the iPhone was first launched, unlimited data was non-existent, and Amazon Prime was only three years old. Innovations like these have completely changed the way we interact with brands, with each other, and even objects—think Alexa, Apple Watch, and Smart Refrigerators. But most importantly, this progress has changed consumer behavior and expectations, proving to be a disruptive force in the business world.