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Catch The Craze

Learning to take advantage of trends

This story appears in the April 2000 issue of Business Start-Ups magazine.

You're painfully aware of the latest craze that's engulfed the nation. Unnerved by its omnipresence and intrigued by society's fervent embrace of the trend, you find yourself cowering in a corner, questioning your ability to predetermine its popularity and pondering the various ways to profit from its bounty.

Recognizing trends or, better yet, detecting emerging ones, is one of the biggest keys to success for most entrepreneurs, but not everyone is able to extract opportunity from a trend, let alone profit from one. While certain trends don't cater to followers, like the innovative Pet Rocks, some do offer fertile ground for follow-up businesses to make their mark.

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