Catch The Craze

Thou Shalt . . .

Ok, now that you've identified the phenomenon, how do you jump on it? Iconoculture's Trend Commandments offer some sound guidance.

  • Cast as wide a net as possible.
  • Sift through the clutter for cultural `passion points'--look for things that elicit an emotional, visceral reaction.
  • View everything as a sign requiring decoding--focus on the meaning of things rather than the things themselves.
  • Look for connections, parallels and analogies--make links between trends popping up in different categories.
  • Look to the margins--trends tend to bubble up from the fringes of society.
  • Don't confuse trends with values--think of trends as indicators of deeper social values.
  • Use history as an active resource and as a source of memory marketing.
  • Expect and capitalize on backlashes. Trends usually reverse directions.
  • Creatively surf trends instead of attempting to start them.
  • Focus on application, not prediction.

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This article was originally published in the April 2000 print edition of Entrepreneur with the headline: Catch The Craze.

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