If you want to beat your competitors, follow the trends.
Study them. Understand why they work. Copy the principles. Improve them. Make them your own.
That works.
But that is not the end game.
The end game is to create the trend.
And that is much harder.
Because nobody creates in a vacuum. We are all inspired by other people. We see formats, ideas, strategies and styles we like, and consciously or unconsciously, we take elements from them.
That is how innovation works.
But my goal for 2027 is to spend less time asking:
“What is working right now?”
And more time asking:
“What could work next?”
I want to experiment more. Create more. Share more of my own ideas. Do things because I genuinely believe they bring value, not because the algorithm, the market or the competition tells me they are trending.
Because following trends can help you grow.
Creating them can change your market.
And ultimately, trends are only useful if they help you serve your clients better.
So learn from everyone.
Copy what works.
Improve it.
And then have the courage to do something nobody else is doing yet.
Be authentic. Bring value. Create the trend.
