No attempt for a complete answer, but this summer, I've read through The Tipping Point, 'that magic moment when ideas, trends and social behaviors cross a threshold, tip and spread like wildfire'. The book is interesting, but begs the question about the sustainability of trends.

There are trends which cause exponential growth in a very short time-frame, like Hush Puppies. But are these trends only sustainable until the next big thing?

A couple of years ago, there was a book (can't remember the title) which basically said: 'every trend can be explained by demographics'. Surely I'd put my money on trends supported by a demographic driver. But everybody can see these trends, and they are often too slow and too grand for real business purpose.

So I guess our challenge is to find specific trends, that are not hype but sustained by a momentum. And it would be good if only we would spot them, and if we were always right.

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