12 Where Will Content Lead Us? As I write this final chapter, the amazing potential of digital signage is just begin- ning to be realized as the industry begins to shift away from thinking about the technology itself and begins considering the role of content in shaping the future. Like any technology that reaches this tipping point, the changes in the industry-- and the changes in daily life that will result--are bound to accelerate at a startling pace. What the industry will look like 5 years from now will be consid- erably different from what we see today. As one gazes into a crystal ball, the possibilities for the future of content and how we create it, interact with it, and perceive it are endless. There will be new ideas and thoughts that are, per- haps just now, being written down that will become the next big thing in our industry. The addition of new technology that delivers new ways of interacting with all this content is perhaps the most intriguing possibility on the horizon, one that could propel digital signage into every area of our lives. 12.1 The Path of Innovation