When they asked Wayne Gretsky, arguably the greatest hockey player of all time, what made him more successful than other players, he replied, "Most players tend to play where the puck is, whereas I play where the puck is going to be."
Or as the professional trend-spotter may explain, Gretsky smartly followed the "drift" or "general course" of the puck.
Now, to anyone who has played a game in which hitting or catching a moving object is essential, Gretsky’s insight is absurdly obvious.
And to anyone who has developed a successful business from the ground floor up, so is trend-spotting customer behavior (regardless of the fact that major corporations spend a ton of money to frequently have it done for them).
Because the truth about trends--and staying ahead--is that it has nothing to do with the future. It’s about being intimately involved with your audience's lives and the dynamics of change, in the here and now.
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