Now is the time for companies to decide the role they will play in the metaverse – if they want to be part of the wave, or merely watch how it plays out. It’s not a simple decision.

There’s no clearly defined end-state to this transformation. It will evolve continuously and iteratively through the visions of those leading the charge. But behind any uncertainty, there is tremendous opportunity up for grabs and best practices for activating properly.

The last time the internet went through a shift of this magnitude, companies like Amazon, Netflix, and Google went from being e-bookstores, renting DVDs by mail, and a searchable internet index to becoming nearly synonymous with the internet itself.

The chance to be a driving force behind the reimagination of our digital lives, to be a leader in redefining how data shapes people and enterprises alike, or to play a part in merging those two visions together is the opportunity sitting in front of business leaders today.

The table is set for the dominant players of every industry to emerge in the metaverse.

Will it be you?