Fast in, fast out

Mark points us to this study of fads and trends.

It turns out that a fast-growing trend is also likely to become a fast-fading trend. My analysis: the people who jump on a fast-moving trend are fickle early adopters. This group is most likely to race on to the next thing, and is also least likely to want to sign up for something that feels tired.

Another way to look at it: if you want to stick around for a while, you need to make the difficult sales to the middle of the market or have a ready supp