Future - Much like the present

Often (almost always) people incorrectly see the future as very similar to the present. The tendency is to significantly underestimate what will be different. This is a useful piece of information because it's true. However, changing the way you think is difficult if not impossible. One way this information can be used to our advantage is to see how others stumble over this cognitive flaw, and recognize when the error can be exploited for profit.