When launching a new business, you have enough stacked against you. The statistics say most startups are likely to fail. You’ll never have enough capital, time or energy. Getting investors and customers is hard.
But there’s one way to help improve your chances: latching onto a trend that’s already happening.
You may have an amazing new product or idea, but if it goes against the cultural momentum, you’re going to be swimming upstream as you try to educate people and change their existing thoughts and behaviors. A much easier path is to ride a wave that already has its own energy. It’s better to swim with the current than try to go against it.
