B2B Marketing Blog

Written by The Mezzanine Group
on November 22, 2009

The media and business community love stories of rapid growth. But this Canadian Business article sheds some light on the downside of overnight success – through interesting examples like Krispy Kreme and Megan Fox. Turns out that business trends are being adopted – and becoming extinct – faster now than in the past. A study from Wharton shows that it isn’t the products that are the problem – it’s the speed with which they grow. The study found that once something reaches a certain level of popularity, people no longer want to be identified with it. They’re happy to join when it’s on the upswing, but loathe to do so on the other side of the curve.

The message for business: don’t turn your good product into a trendy item that may have a great ride up, just for the glory of it - because it may mean an unnecessary and untimely ride down.

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