THE COMPLEXITY OF INFLUENCES ON AN IDEAIDENTIFYING UNNATURAL OR DISSIMILAR CAPABILITIES TO BUILDTHE NEW COMPLEXITY IN BUILDING CAPABILITIES FOR AN AI-NATIVE WORLDCLEAR IMPERATIVE YET COMPANIES STRUGGLE TO BUILD UNNATURAL CAPABILITIESWHAT DRIVES THE CHANGE IN BUILDING CAPABILITIES—NATURAL OR UNNATURAL TO THEIR STATE OR INDUSTRY?THINKING ON THE FOUR EDGES TO BUILDING UNNATURAL CAPABILITIES THROUGH THE LENS OF FOUR ICONIC AMERICAN COMPANIES: BOEING, STARBUCKS, SOUTHWEST AIRLINES, NIKEIN SUMMARY: JAB'S JOURNEY FROM COFFEE TO PETS TO INSURANCE—A GREAT CASE OF BUILDING CAPABILITIES UNNATURAL TO YOUR STATE OF BUSINESSNOTES