The bosses at Tesla understood that the prices of electric vehicles might decline on an exponential curve, and launched the electric vehicle revolution. The founders of Impossible Foods understood how the expensive process of precision fermentation (which involves genetically modified microorganisms) would get cheaper and cheaper. Executives at space companies like Spire and Planet Labs understood this process would drive down the cost of putting satellites in orbit. Companies that didn’t adapt to exponential technology shifts, like much of the newspaper publishing industry, didn’t stand a
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