There is 'what-will-happen' versus 'what-we-would-like-to-happen'. You probably have a similar problem when contemplating the year ahead. But it is crucial that we face 2017 and the balance of the next five years clear eyed: only seeing what is most likely, rather than what is most preferable. Understanding what lies outside our current perception of boundaries. Taking into account that change is often slower than we think at first, but greater than we expect over time. A good perception busting approach is to look at other markets. I suggest the UK market as one which is culturally similar, but has some features which really contrast with our current market paradigm: product design, pricing, and use of technology to name three.