Otter Surfboards in Pacific Ocean with friends

What matters is understanding the hows and whys of trends’ emergence and adoption. Because at the end of the day, trends have a lot to tell us about our cultural moment: what we love, what we hate, what we want to move toward. For a small business entrepreneur, “that’s a big deal because that means they’re not going to get paid, which means that tuition payment for their kid in college may be in jeopardy. So we take that really, really seriously.”