It’s important to analyze the values and beliefs of our society to understand how they’ll fit into a sociotechnical system, where those values and beliefs materialize as cultural catalysts. We want to be heard (Web 1.0). We want decentralized information and decentralized influence (Web 2.0). We want to help organize data (Web 3.0). We want to reclaim our identity through it all (Web 4.0). If businesses fight those social and technical trends, how can they expect success in the 21st century?