“Trend spotting isn’t a quarterly brainstorm, it’s a muscle. The best companies don’t chase trends; they systematize how they spot, map, and mobilize around them.”
— Ted Shelton, Inflection AI
Why do companies experience FOMO (Fear of Missing Out)? Perhaps, they missed capitalizing on a key trend and now find themselves in the unenviable position of missing the boat, being deemed outdated, or simply feeling left behind. The challenge is not only the variety of trends that exist but also in trying to assess the maturation of the trend. Will it fizzle out or shift, leading to an expectation in consumers, partners, or employees? Some companies can catch up by acquiring the capacity to capitalize on a trend. For example, Meta paid $19.1B to acquire WhatsApp, which brought them firmly into the mobile messaging market. Some companies change their entire business model to capitalize on trends, while others ignore them and become irrelevant. The story of Netflix and Blockbuster is a cautionary tale. Netflix was a direct mail provider of DVDs to the home and pivoted to online streaming to accommodate the market shift to finding and watching content online. Consumer watching patterns shifted from linear programming (content coming out at scheduled dates and times) to streaming (content available on demand). A combination of consumer adoption resulted in ...
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