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A term passed off as thought leadership by bottom rung B2B software executives in order to sell vaporware to gullible buyers. It is often used alongside other overused or outdated buzz terms like cloud, IoT, smart sensors, 3D printing, AI, machine learning, big data, and mobile. It helps disguise the fact that the company doesn’t know or care about what its customers need, and are incapable of developing offerings that are new, innovative, differentiated, or even of minimal value.
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