Trends end, fashions fade and technology moves forever onwards.
Basing your business, your logo, your brand or your new idea on a trend makes you a hostage to forces beyond your control.
Think about it… trends and tastes constantly change and fashion never stays the same from one year to the next. So why base the future of your business on something you can’t control?
I read a definition of the word ‘trend’ recently as ‘what’s hip or popular at a certain moment’. A trend simply reflects what’s going around at any given time and however long they last, you can be sure there will always be a new one along soon.
It’s a fools game
Many businesses continually focus on the next big thing; always trying to follow the trend. It’s a fool’s game.
Whatever font, colour, material, or product that is todays ‘must have’ will not be tomorrows.
“In a fast-paced world, today’s popular brand could be tomorrow’s trivia question.” – Wayne Calloway
If you want to build a business or a brand that will stand the test of time DON’T blindly follow everyone else’.
What won’t change
Build the core of your business around what won’t change or at least not by tomorrow. You then have time to innovate, to stay ahead of the curve, to build a loyal following and to create a business that will stand the test of time.
Yes be aware of trends and fashion – ‘the new kid on the block’ and, if it feels right, you should certainly incorporate it into your thinking; but don’t make it core to your business.
There are plenty of core (timeless) values that won’t change whatever the trend these include:
Entrepreneurs don’t follow trends
If everyone is doing it now, and everyone is talking about it now the chances are you’re already too late.
If you want to start a business you have to be an innovator and not a follower.
People follow the innovators, the ones who have something new to say or a new way of saying it. People don’t follow the followers.
Don’t let the search for originality stop you from being original
This does not mean your idea for a business has to be completely unique no. You can be original without being original. You just have to pay attention to what people need and do it differently, do it better.
“Don’t try to be original, just try to be good.” —Paul Rand
What makes the difference is how we individually interpret or re-interpret, reform and reproduce what we see and what we read. It is this unique personal filter (how we as an individual see the world) that makes what we do original, not the idea itself.
We see it, absorb it and, through our own individual view of the world, regurgitate it as something different, and hopefully better. As something that will appeal to those it didn’t reach in its original form.
Apple did not produce the first computer, mp3 player or mobile phone. Facebook was not the first social media network. Google was not the first search engine.
I’m saying you have to build on something more solid that a fashion trend.
Entrepreneurs don’t follow trends – They create them
“Entrepreneur is someone who has a vision for something and a desire to create.”
If you’re thinking of starting your own business that is fantastic news but, don’t just jump on the latest bandwagon. The chances are you are already too late.