Trendwatcher.com is one of my favorite sources for trend insights. But the value of today’s edition is not in the trends that are offered. Rather, its value is in somewhat of a time-lapse video that illustrates how easy it is for a trend to emerge without “the masses” being aware of it. Take a look:
Implications: Right now, there are products, technologies, and websites that are about to become the next big thing… and at this moment in time, you know nothing about them. Don’t feel bad. I am no more clairvoyant than you.
What we can do is “stay tuned,” paying attention to those constantly-evolving consumer preferences (demand) which give rise to new products (supply). Then, after sifting through the many apparent trends—some of which turn out to be irrelevant or even red herrings—we can prioritize and embrace the ones that matter. The better we observe, the more likely we will embrace the right trends earlier than a competitor.
This video reminds me why being a trend watcher is quite different than being a futurist. In my view, a futurist often predicts a singular outcome or set of outcomes. A futurist must be either right or wrong, as time will tell. On the other hand, a trend watcher considers a range of possibilities. A trend watcher does not forecast an absolute future, but strives to identify shifting behaviors early enough that their company can adapt to or even exploit those changes. It is not the trend watcher’s job to be first, right or wrong… only early, opportunistic and profitable.
Mike Anderson
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