17 Leaders on Evaluating Market Trends
Business leaders share their strategies for identifying valuable market trends amidst noise. Key criteria include practicality, customer focus, and long-term relevance.
Inc. Magazine reports that 17 leaders have outlined their approaches to evaluating market trends for potential action. The publication notes that while it is easy for companies to chase trends for growth, not all trends lead to success or are relevant for every business.
Leaders emphasize the need for a clear framework to assess trends. Goran Paun of ArtVersion asks if a trend is practical or mere noise. Sam Sidhu of Customers Bank differentiates between lasting trends and fads, assessing their impact on customers, employees, and competitors. He cites fintech partnerships, AI implementation, and digital asset banking as examples of rapid yet thoughtful shifts.
Customer pull and timeliness are also highlighted as important factors. Brian Klais of URLgenius identifies customer demand as a strong signal, while also stressing the importance of time. Trends that consistently emerge from customers or partners without active pursuit warrant attention. Christie Garton of 1,000 Dreams Fund focuses on identifying durable trends linked to underlying needs rather than fleeting ways of expression. She notes that a lean organization can help filter distractions by forcing questions about long-term relevance.
Jennifer Bersen of Jeneration PR employs an authenticity test: does the trend align with brand values and customer connections? She advises quick action on low-lift social trends if they fit, but calls for more scrutiny on larger shifts due to resource implications. Ron Jumper of Bath Makeover of Arkansas states that new initiatives require a successful 90-day test period. Conversely, Susanne Norwitz avoids trend evaluation, viewing them as potential detours, and instead focuses on advancing the company's core objectives.