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Catch The Craze

Learning to take advantage of trends

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

You're painfully aware of the latest craze that'sengulfed the nation. Unnerved by its omnipresence and intrigued bysociety's fervent embrace of the trend, you find yourselfcowering in a corner, questioning your ability to predetermine itspopularity and pondering the various ways to profit from itsbounty.

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

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