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For brands wanting to leverage the trend, be careful about the kind of camo you use and educate yourself on how your target consumer views its use.
Alexandria realized the new trend for emerging companies was to be near universities in urban environments, and although land was costly — and development more difficult — this was the right place to leverage the trend.
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It is important to have a perspective on ways to leverage the trends that I mentioned.
And then how do you leverage the trends that exist in the marketplace to change that behavior in the organization?
Veeam Software was created to provide similar systems management solutions for virtualized server infrastructures, leveraging the trend that built software companies like VMware into fast growing multi-billion enterprises.
Omni is a relatively new phenomenon in that it's a member-based platform leveraging the trend of the "sharing economy," while being so utterly useful it will make you want to fall off your chair with glee.
It also leverages the trends across its network of users (currently 150 million visitors) to generalize conclusions more quickly.
Then, inspired by Ernest Cline's Ready Player One — a dystopian fiction set in a world reliant on a virtual reality universe — they started looking into ways that they could leverage the VR trend into advertising.
Memebox, a recent YCombinator grad, is using technology to better leverage the broad trend of Asian cosmetics being a bellwether for the global makeup industry.
In doing so, they should leverage the latest trends to meet their mission and delight a broad range of stakeholders — from clients and employees, to financiers and the communities in which they operate.
As more and more companies leverage the usage trends to their advantage, internet direct-to-consumer companies are opening physical stores to expand and become more accessible to shoppers.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com