Whenever you hear somone trying to hype you, there are a couple of things to keep in mind while you're listening. First of all, if you're hearing about it in a meeting with other people, through presentations, or in any way that is through word of mouth, you can count on the fact that the world already knows about it.
The importance of that is to know how to position your company if that is what has happened.
Now in some cases, it really doesn't matter if anyone knows about it or not. For example: the Internet. If someone were to tell you that it is the new frontier, it wouldn't matter that everyone else has heard it already; this is a trend that will go on indefinitely.
The point in all of this is to not develop a strategy as if you're the only one that has the "insider" information. While that may make you feel good; it's only an illusion.
Assume your competitors have the information you have, or are going to have it soon. That way you will make decisions based upon that reality, rather than think you're in virgin territory, where you will have no competitors and will create your strategies based upon that.
Whenever someone is telling you about the next "new" thing, remember that there is something within that "new" thing, they are trying to sell.
This isn't necessarily bad, but remember they will sell whatever it is to whoever is willing to pay for it. That means potentially every competitor you have.
One way to combat this probability, is to innovate concerning the emerging information from the beginning, and thus separate yourself from the pack right from the start. Otherwise you will be always one who is following wherever the herd goes, without consumers understanding what it is that makes your business different.
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