Ooh, the next hot trend – know what it is yet?

Every year we have forecasts popping up all over the web covering what trends we should be chasing next.

Every trend contains a secret to making them work, and every forecast seems to miss it.

If the trend is chat bots, the focus shifts to leverage: “How can it be automated so I don’t have to talk to people personally?” The secret is, you don’t. Personal connection is the point.

If the trend is LinkedIn PPC, the focus shifts to leverage: “How can I just quickly have one ad that somehow speaks directly to every prospect?” The secret is, you don’t. Tailoring your message to those you serve is the point.

If the trend is TikTok organic, the focus shifts to leverage: “How can I just ‘hack’ the platform to get me lots of followers who will engage with our stuff?” The secret is, you don’t. Getting to build real relationships is the point.

When the next ‘hot trend’ rolls around, will you miss the point? Or will you notice the pattern that connects all of the examples above together?