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This Element is an excerpt from Ubiquitous Computing for Business: Find New Markets, Create Better Businesses, and Reach Customers Around The World 24-7-365 (9780137064434) by Bo Begole. Available in print and digital formats. Finding breakthrough opportunities to add value in a world where computing is already ubiquitous. Computing has always been about creating results for human use, but in the past, the primary bottlenecks were technical. Today, the bottlenecks are primarily human: cognitive limitations of users, legal and policy constraints on data access, and the economic objectives of businesses. Today's ground-breaking inventions require deeper knowledge of human, social, business, and political problems....