Innovation is hard. Unfortunately, innovating in a way that actually solves meaningful problems in the world is dramatically harder. An increasing number of well-intentioned, sophisticated innovations actually worsen the problems they were meant to solve. We have found that this is almost always due to an over-focus on the capabilities of new technologies and lack of understanding of people. In the space of Socos' research, all problems are human problems and all solutions are human solutions. The amazing power of deep neural networks is not in solving our problems for us, but in scaling those solutions to reach everyone.