Don’t Believe the Hype
(Stop Chasing Trends, Build Something That Lasts)
The Trend Trap
Too many service providers chase trends. Clubhouse in 2021, Threads in 2023, Bluesky today. And then? They crash. Clubhouse lost 98% of its downloads in ten months. Threads? Down 87% in six.
I’ve watched coaches and freelancers pivot wildly, thinking the latest thing will be their big break. It won’t. The hype cycle is real—and it’s brutal.
You’re a coach, a consultant, an agency owner trying to stand out. The hype promises a shortcut, but it’s really a detour. The smarter move? Focus on what lasts. Let me show you.
The Cost of Chasing Trends
When I ran my home health agency, online documentation was the hot new thing. Palm Pilots, dial-up modems—it sounded great. We spent tens of thousands on equipment and training.
Disaster.
The tablets crashed. The staff had to double-document on paper. Batteries died constantly. Training costs skyrocketed. After six months of frustration and a 15% hit to our margins, we pulled the plug and went back to paper.
Years later, when iPads and cellular connections made mobile documentation actually work, we adopted it with no issues. The difference? We waited for the tech to catch up instead of jumping in too soon.
The Power of Principles: Four That Never Fail
Trends come and go. Principles stand the test of time. Here are four that have worked for decades:
- Eugene Schwartz’s “Stages of Awareness” (1966)
What it is: People move through stages before buying: Unaware, Problem-Aware, Solution-Aware, Product-Aware, and Most Aware.
Why it lasts: Human psychology hasn’t changed. Whether people are buying from a door-to-door salesman in the 1960s or clicking “buy now” on TikTok, they follow the same decision process.
How to use it: Match your message to where your prospect is. If they don’t even realize they have a problem, don’t pitch your solution yet.
A business coach I worked with was about to jump into livestreaming because everyone else was. Instead, we applied this framework. Her prospect was Solution-Aware but hesitant, so instead of pitching her program immediately, she asked the right questions: “What solutions have you tried? What held you back? What would solving this problem mean for you?”
By meeting the prospect where they were, she closed a $7K client on the spot—while her competitors were still fiddling with their ring lights.
- The Pareto Principle (1896)
What it is: 80% of your results come from 20% of your efforts.
Why it lasts: It’s math, and math doesn’t lie.
One coach I know tripled her revenue by dropping half her marketing tactics. Turned out, discovery calls were her 20%. So she doubled down and ignored the noise.
- Jobs-to-Be-Done (1990s)
What it is: People don’t buy products or services. They hire solutions to get a job done.
Why it lasts: Clients pay for outcomes, not fancy marketing.
A financial advisor I know ignored the crypto hype. His clients weren’t chasing trends—they wanted security in retirement. By focusing on that, his retention rate jumped 18%.
- The Loyalty Ladder (1990s)
What it is: The goal isn’t just getting a client—it’s turning them into a raving fan.
Why it lasts: Happy clients bring referrals. Cold leads don’t.
An agency owner I advised shifted focus from lead generation to delivering better client results. One happy client turned into five referrals. No ad spend needed.
These aren’t theories. They’re tools. Trends feel fast but slow you down. Principles feel slow but help you move faster.
How to Spot Trends That Stick
Not every trend is bad. Some become game-changers. The trick is knowing which ones. Use the LAST Test:
- Lasts? Does it tie to a real human need, like security or connection?
- Adoption? Is it still niche, or has it gone mainstream?
- Strategy? Does it fit what’s already working for you?
- Test? Can you try it on a small scale before committing?
Palm Pilots failed this test. The tech wasn’t ready, and it didn’t fit our business. I wish I’d known better, but I learned my lesson. Don’t chase trends—test them.
Build What Lasts: Three Steps
- Start with Principles – Every strategy should map to something timeless, like “Stages of Awareness” or Pareto.
- Balance Your Resources – 70% on what works, 20% on refining it, 10% on small-scale trend testing.
- Invest in Transferable Wins – Your email list, your skills, your relationships—things that hold value no matter what platform crashes next.
The Bottom Line
Clubhouse, Threads, Palm Pilots—they all flared and faded. Trend-chasers start over every cycle. But principles? They compound. Each year you build on Stages of Awareness or Jobs-to-Be-Done, you’re creating assets that grow.
Hype feels fast but slows you down. Principles feel slow but actually get you there faster.
Pick one today. Apply it. And watch how much further it takes you.
What principle are you applying this week? What trend are you ignoring?
