When it comes to the ‘metaverse,’ few business leaders consider themselves experts. Some may wonder if it’s even important to their companies. The short answer: Yes, it does.

Today, many companies are investing in the space, with the goal of deepening customer loyalty, engaging in new ways with their communities, and increasing revenue. However, there are also reasons for caution. The metaverse is suddenly all the rage, even though the underlying tech trends have been going on for years.

As in the early days of the internet, this innovation is likely to contain pockets of speculation, overvaluation, and reckless investment, especially since a true metaverse, as envisioned by technological visionaries, is still years away. The good news is that it is possible…