Stay away from trends

You do not want to write a book, start a business or choose a career that everyone else is writing, starting or choosing because too much competition can erode value.

Trends, though fashionable, are a threat to your survival, in the long run. Yet, many would rather be submerged by the mainstream than standout in uncharted territory.

If you want to be forgettable, play short, be transactional and stick to trends. But if you’re in for the long haul, run away from what’s trending.

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