How much of your thoughts and feelings are shaped by the beliefs and opinions of those around you? It’s a question that might catch you off guard. After all, most of us like to think of ourselves as independent thinkers. But the truth is that our perceptions and choices are deeply influenced by our social environments, including the fads and trends that swirl around us.
One of the most compelling illustrations of this phenomenon I have seen comes from psychologist Solomon Asch, who conducted a groundbreaking experiment in 1951. Asch gathered groups of participants and asked them to identify which of three lines matched the length of a reference line. The answer was glaringly obvious—only one line was the same length. Yet, the real participants were surrounded by confederates, or actors, who deliberately gave incorrect answers. Astonishingly, about 75% of the real participants agreed with the incorrect responses at least once, even when they knew the answers were wrong.
This experiment might be from 1951, but I believe it is such an apt illustration of today’s world where there is such a deep-seated need for social acceptance. Today, in a world dominated by social media, influencers and constant streams of information, this issue feels even more pressing. We’re surrounded by a cacophony of voices—be it a viral TikTok challenge or the latest buzzword in business management—and it’s easy to get swept up in the excitement.
Before you jump on any trend, it’s crucial to pause and think critically. Is what you’re being presented a genuine trend or just background noise? If you can’t distinguish valuable insights from the fluff, you might find yourself heading down a misguided path.
Stay Off The Bandwagon
Even the most seasoned leaders are not immune to what’s known as the bandwagon effect. This psychological phenomenon occurs when people adopt behaviors, styles, or attitudes simply because others are doing so.
Coupled with FOMO, or the Fear of Missing Out, this can lead to impulsive decisions, especially when a trend dominates conversations. Just look around. How many discussions today revolve around new digital technologies or the latest advancements in artificial intelligence? The more a trend saturates our environment, the more we fear being left behind, prompting us to make snap judgments.
When a trend aligns with our existing beliefs, we often accept it without digging deeper. First impressions matter, and a trending topic can seem attractive. But as the initial excitement fades, often accompanied by significant financial investments, you may realize that what seemed promising was misleading or ineffective. In our desire to fit in, we sometimes follow trends that don’t resonate with us at all. The louder and more visible a trend, the more urgent it seems— even if it lacks substance.
Bubbles, Busts And Hype Cycles
Consider the dot-com bubble of the late 1990s. Many companies skyrocketed in value simply for having a website, only to see their worth plummet when reality set in. Businesses like Pets.com, 360networks, and eToys.com became cautionary tales. Yet, some companies like Amazon managed to thrive despite the chaos.
Other trends have also flared briefly before fizzling out, such as Management by Objectives, Business Process Reengineering, and Stack Rankings in performance management. More recently, concepts like holacracy promised to revolutionize workplaces but often left confusion in their wake. In the realm of finance, the rise of cryptocurrencies, alongside scams like BitConnect and One Coin, serves as a stark reminder of the risks involved.
These examples underscore that not all trends are built to last. Who remembers fidget spinners, Segways, 3D TVs, and New Coke? These ideas had strong beginnings but ended with a whimper. The common thread among them is that hype cycles — like in Gartner’s research — often lead to inflated expectations followed by dramatic crashes in enthusiasm.
Even the latest advancements in Generative AI come with their own set of promises that may not materialize. For instance, Gallup studies show that while two-thirds of people believe AI will have a positive impact on their work, nearly seven in ten employees never use AI at all, and only one in ten use AI applications at least weekly.
This raises important questions. Are companies being selective in their choices? Are they following investments with the right capability building and change management?
In times like these, “buyer beware” is a crucial mantra. New technology is often just a dime a dozen. What truly matters is how we implement that technology.
Separate The Wheat From The Chaff
Not every trend is meaningless. While many are just noise, some genuinely offer value. The challenge lies in figuring out what’s worthwhile and what’s not. Instead of chasing every shiny new idea, leaders must focus on depth and lasting impact. Here are some strategies to consider as you evaluate the latest trends.
Ask Why
First, when a new trend catches your attention, start by asking, “Why is this relevant to us right now?” Then keep asking “why” until you get to the core of whether it aligns with your organization’s purpose or if it’s simply a distraction. This technique, made popular by Toyota, encourages teams to dig deep by asking “why” multiple times—usually five.
This method not only improves processes but can also help identify misleading trends. By applying this approach to new ideas, leaders can explore the motivations behind them, ensuring they focus on what truly matters rather than getting swept up in the latest fad.
Seek Tangible Evidence
Before fully committing to a trend, look for tangible evidence. Don’t just rely on slick sales pitches. Seek out real-world examples and measurable outcomes. For instance, recent research shows that a significant percentage of B2B sales teams are already implementing Generative AI use cases and finding success.
Data-driven teams that blend personalized experiences with AI are more likely to increase their market share. Why? Because buyers prefer vendors to “show, don’t tell.” Stories that resonate with their challenges can turn doubt into confident action.
This shift calls for a revamped approach to how we present ideas. Move away from flashy PowerPoint presentations and focus on use cases, demos, and success stories that showcase quantifiable outcomes. Great leaders don’t fear novelty; they fear being misled by bad trends and inflated metrics.
Develop A “Trend Decoder”
When trends come from the top down, the pressure to comply can be intense. Developing a “trend decoder” can help strip away the jargon to reveal the real value—or lack thereof.
Research shows that a significant percentage of trends fail to meet return on investment benchmarks. This decoder should be a framework that stress-tests ideas by establishing clear criteria for judgment. These criteria might include expected ROI or cost-benefit ratios. However, many metrics fail to account for emotional and cultural factors.
A well-constructed decoder weighs expected outcomes against user feedback and broader employee input regarding the engagement impact of new technology. Leadership alignment is key. In one organization I worked with, the executive team appointed a “contradictor in chief”—a leader tasked with questioning and analyzing new trends to avoid the pitfalls of groupthink.
Say No
Sometimes the smartest move is simply to say no. However, turning down a trend requires a solid rationale. This can elicit varied reactions; it might feel liberating for some while intimidating for others. Yet it is essential to recognize when following a doomed trend could lead to wasted time and resources.
In our technology-driven age, leaders face an overwhelming number of options, technologies, and strategies to choose from. Reducing the noise is crucial for prioritizing approaches that drive real value.
In his book “Noise: A Flaw in Human Judgment,” Daniel Kahneman explores how variability in decision-making can lead us astray. He emphasizes the importance of recognizing external influences, stating, “Nothing in life is as important as you think it is while you are thinking about it.”
By understanding the impact of noise, businesses can consciously resist the allure of fleeting trends. This approach allows organizations to prioritize stability and strategic growth, fostering resilience and ensuring decisions align with long-term goals and core values.
Bring Objectivity Back
Reflecting on Asch’s experiment, it becomes clear why maintaining objectivity is vital when evaluating trends. Just like the participants who doubted their own eyes under social pressure, leaders risk making significant mistakes if they chase trends merely to keep up with others.
By staying grounded and critically assessing new ideas, leaders can sidestep the pitfalls of social proof and FOMO. This mindset will help them make decisions that genuinely support their organization’s long-term success. The ability to discern valuable trends from fleeting fads will not only enhance individual decision-making but also foster a culture of inquiry and integrity within organizations.
In a world overflowing with information and influence, cultivating a mindset of skepticism and curiosity is essential. This approach enables us to navigate the complexities of our social landscape, trust our instincts, and remain open to genuine innovation. Only then can we transform fleeting trends into sustainable success.
By embracing these principles, leaders can not only protect themselves against the noise of junk trends but also create environments where thoughtful decision-making thrives. This is the key to not just surviving in a complex world but truly thriving amidst its challenges.