If you do not have the might and scale of big companies…
You have to master the art of riding upon an existing wave.
You might have a lot of brilliant, innovative ideas… but unless we can somehow tap into current trends and movements….
Selling those ideas might be tough.
It is difficult to roll out a completely new product from the very beginning.
You have to see how you can tie it into things your target audience already like and can identify with.
It saves a lot of valuable time.
