Читать книгу Non-Obvious 2017 Edition - Рохит Бхаргава - Страница 21

Sharing a trend without specific examples is like declaring yourself a musician by simply buying a microphone and learning to sing one song. Unfortunately, many trend predictions coast on the power of a single story or example. Great examples and stories are powerful parts of illustrating why a trend matters. They are necessary elements of proving a trend. Only finding one example and declaring something a trend without more evidence is usually a sign that a so-called trend is based on little more than guesswork.

EXAMPLE: When publishing website Medium.com first became publicly available and increasing numbers of journalists and writers began using it to freely share extremely high-quality stories and articles, several early trend reports last year predicted the rise of a sort of anti-Twitter trend where people would begin flocking to longer-form content. Unfortunately, one popular website isn’t enough to describe a trend, and most of these forecasts were predictable failures.