How marketers can avoid a tech monstrosity

When Joan the cavewoman rubbed two sticks together and made fire for the 100th time, she groaned. All she wanted was for the sticks to light up digitally and tell her tomorrow’s weather forecast so she’d know whether to pack an umbrella for her hunt.
Throwing them into the flames and cursing, she dreamed of a day when humans would have sticks with interactive user interfaces, before falling into a wild and fantastical dream about a world filled with walking cars, super-speed toothbr