Spotting Trends Before They’re Mainstream: A Playbook for 2025
In this blog post we are going to talk about How to spot trends before they hit the mainstream—so how YOU can get ahead of the curve.
This isn’t about waiting for headlines or relying on luck. It’s about training yourself to see opportunities before everyone else does. We’re talking mindset, systems, and habits that turn you into a futurist for 2025 and beyond.
And speaking of getting ahead of the curve—mark your calendars for 17th January at 12pm AEST. I’m hosting a special 2025 Must-Know Trends Workshop: 5 Essential Systems for Entrepreneurs and Executives to Amplify Influence and Drive Growth.
If you want the exact systems to spot trends, amplify your authority, and set yourself up for success this year, you don’t want to miss this.
By the end of this blog post, you’ll walk away with:
A practical playbook for identifying emerging trends,
Real-world tips on where to look, what signals to track, and how to act on them,
And insights inspired by innovators like Steve Jobs, Elon Musk, and Jeff Bezos—the people who didn’t just follow trends, they created them.
Whether you’re a partner in a firm, an executive who’s in charge of strategy development or an entrepreneur looking for the next big move, this episode is for you.
So, grab your notebook, hit that follow button, and let’s get you ahead of the curve—because 2025 isn’t waiting, and neither should you. Let’s dive in!
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Let’s start with a truth we often forget: the trends we see today—whether it’s AI, electric vehicles, or remote work—didn’t just appear. They quietly gained momentum for months, even years. The challenge? Learning where to look and how to connect the dots.
And here’s the key: Trust, influence, and adaptability are shaping the future.
Before we dive into how you can spot trends for your own industry or profession, let’s first have a look at the five biggest trends for 2025, why they matter, and how you can turn them into opportunities:
The 5 Biggest Trends for 2025
The Future of Work is Hybrid and Human-AI Collaborative
AI isn’t replacing humans—it’s enhancing their capabilities. In 2025, the rise of AI agents and co-pilots will redefine workflows and productivity. The most successful professionals will be those who master human-AI collaboration.
Trusted Authority Insight: Establish yourself as the human voice of reason, leadership, and strategy alongside technological advancements.
Trust as the New Currency
Rachael Botsman highlights how trust has shifted from institutions to individuals. Brands and professionals who focus on transparency, authenticity, and consistency will win in a skeptical, fragmented world.
Trusted Authority Insight: Build trust by becoming a thought leader who delivers consistent value, shares genuine insights, and builds a community around it.
The Rise of Micro-Influence and Niche Communities
Brendan Kane, author of One Million Followers, underscores the importance of deep, focused engagement. In 2025, influence will shift to micro-communities where niche expertise and trust matter more than broad, surface-level reach.
Trusted Authority Insight: Position yourself as the go-to voice in your niche. Smaller, engaged communities will drive meaningful growth.
Competition Will Be Redefined by Collaboration
The future isn’t about competing for dominance—it’s about aligning with others to create shared value. Industries, individuals, and technologies will collaborate to innovate faster.
Trusted Authority Insight: Create partnerships with complementary thought leaders, brands, or industries to amplify your influence and impact.
Personal Branding as the New Corporate Ladder
As work becomes more project-based and flexible, professionals are increasingly viewed as brands. Building a strong, trusted personal brand will be critical for opportunities, visibility, and leadership.
Trusted Authority Insight: Elevate your personal brand by sharing insights, showcasing thought leadership, and demonstrating consistent expertise.
Focus on What Doesn’t Change: The Human Needs Behind Trends
Jeff Bezos once said, “Focus on what doesn’t change”—in other words, human needs. Trends might look new and innovative, but they’re almost always based on fundamental desires: convenience, connection, autonomy, and self-expression.
Example: Remote work exploded during the pandemic because it addressed a deeper need: flexibility and autonomy. Businesses that understood the “why” behind this trend thrived by adapting their offerings to meet these needs.
Take the rise of micro-communities. Why are they booming? Because people crave connection and trust in an increasingly noisy digital world. Those who step into trusted leadership roles within niche spaces will win.
Innovation Happens at Intersections
Some of the best ideas emerge when industries and ideas collide. Consider:
How gaming design keeps people engaged. Could similar engagement mechanics apply to education or coaching?
The direct-to-consumer personalization of brands like Glossier. How could you tailor your content or offerings to create deeper connections with your audience?
Practical Example: If you’re a consultant, look at how subscription platforms like Spotify and Netflix personalize content. Could you offer tailored coaching plans or dashboards that make clients feel seen and valued?
Step 1: Understand the “Why” Behind Trends
Trends don’t emerge randomly; they arise because they address human needs or solve pressing problems. By identifying the "why" behind a trend, you gain the ability to distinguish between fleeting fads and meaningful, long-term shifts.
Why Understanding the “Why” Matters
Recognizing the underlying drivers of a trend helps you focus your efforts on opportunities with staying power. Let’s explore two examples:
Remote Work (Successful Trend):
The pandemic acted as the immediate trigger, but the deeper “why” was the universal desire for flexibility and autonomy. These needs ensured remote work’s relevance even after the initial crisis waned.Virtual Reality for Mass Consumers (Challenging Trend):
Pre-2020, VR struggled because it didn’t solve a clear, immediate need for the average consumer. While the idea of enhanced immersive experiences was appealing, it wasn’t essential compared to priorities like convenience or accessibility.
Example: Finding the “Why” in Action
In 2020, a small fitness studio identified the growing trend of remote work. But instead of just offering general online workouts, they asked, What deeper need does this trend address? The answer was connection and well-being during isolation.
They pivoted to live-streamed, interactive group workouts, allowing participants to engage with instructors and other members in real-time. This move addressed emotional and social needs, driving exponential membership growth.
In contrast, a competing business focused only on pre-recorded videos. They missed the deeper emotional need for real-time connection and failed to see similar success.
How to Uncover the “Why”
Here’s how you can pinpoint the deeper drivers behind a trend:
1. Ask Key Questions:
What problem is this trend solving?
What unmet human need does it address?
Why is this trend resonating right now?
For example, if you’re exploring the rise of AI tools, think beyond the tech itself. Are they addressing a need for efficiency, personalization, or creative empowerment?
2. Use Tools to Spot Patterns:
Exploding Topics: Discover emerging trends and their underlying causes.
Google Trends: Track search interest over time to identify patterns and surges.
Market Research Reports: Resources like McKinsey, Gartner, or Nielsen often highlight the "why" behind trends in their analyses.
Understanding the “why” behind trends isn’t just about spotting patterns—it’s about empathy. By tuning into the fundamental needs driving a trend, you’ll position yourself to act on opportunities before they become mainstream.
Take the time to ask thoughtful questions, leverage tools, and document your observations. This approach ensures you’re not just reacting to trends but anticipating and shaping them. Focus on what doesn’t change—human needs—and you’ll always stay ahead of the curve.
Step 2: Spot Patterns—Where Worlds Collide
Some of the best ideas come when you take inspiration from completely different areas and connect the dots. Steve Jobs nailed this when he combined calligraphy and tech, giving Apple its clean, elegant design style. Similarly, Airbnb didn’t just create a platform for renting spaces; they tapped into the emotional need for trust and belonging, redefining hospitality.
Here’s the key: innovation happens at intersections. Look at how different industries solve similar problems. For example, how does gaming design keep people engaged, and how could those mechanics apply to education? Or how can the simplicity of direct-to-consumer brands like Glossier influence your customer experience?
Practical Example:
Let’s say you run a small coaching business. What could you learn from how subscription services like Spotify or Netflix personalize content? Maybe you create tailored, automated check-ins or custom progress dashboards for clients.
How to Spot These Collisions:
Spend 30 minutes a week exploring niches unrelated to your own. Check Reddit communities, quirky podcasts, or YouTube channels that go deep into unusual topics.
Follow creative people from other industries—artists, coders, educators—and see what they’re working on.
Step 3: Follow the “Adjacent Possible”
The “adjacent possible” is a fancy way of saying, “What’s the next logical step?” Big shifts rarely come out of nowhere—they’re extensions of what’s already happening. The early movers are the ones who lean into that next step before everyone else catches up.
Practical Example:
Short-form video didn’t randomly blow up on TikTok—it aligned with shorter attention spans, mobile-first browsing, and a craving for quick entertainment. Now also LinkedIn has adopted the portrait first video feed and making it an actual new experience on the platform is an indication that this isn’t going anywhere. If you’re an early adopter who recognised its potential you can leverage it before it gets crowded. I had 2 videos have over 250,000 views simply by being one of the first who did a portrait video on LinkedIn in the week that new feed was launched. So don’t be shy to try new features when they get launched.
So, what’s next? As AI tools become more accessible, could we see things like fully automated content creation platforms? Hyper-personalized digital experiences? Think about where we’re headed.
How to Spot the Adjacent Possible:
Ask, “If this is true now, what will people want next?”
Explore tools like Exploding Topics or Google Trends to track rising interest and think ahead.
For example, if you notice a surge in wellness apps, ask: Will people want deeper experiences, like VR meditation or in-person wellness retreats?
Action Step: Write down 3 “next logical steps” for something trending in your field. Brainstorm how you can position yourself for that shift before it becomes mainstream.
Step 4: Track Weak Signals
Weak signals are the quiet whispers of change. Most people ignore them, but early adopters pay attention and reap the rewards. Bitcoin? It started as chatter in obscure forums before going global. Electric vehicles? Tesla saw the signal while traditional carmakers snoozed.
How to Spot Weak Signals:
Dive into Reddit, Discord, or Slack communities for early conversations. These are treasure troves of raw, unfiltered insights.
Use Google Trends or BuzzSumo to see what’s starting to gain traction.
Follow academic or niche industry research to spot developments before they hit the mainstream.
Action Step: Find one new behavior or product that’s catching your attention. Write down why it’s intriguing and what human need it might fulfill. Then, brainstorm how you could act on it.
Step 5: Build a Research Habit
Trend-spotting isn’t a one-and-done deal—it’s a habit. The best trend-spotters dedicate time to staying ahead of the curve, not just reacting to what’s already here.
Here’s How to Build Your Research Habit:
Set aside 1 hour a week to dig deep. Read industry reports (Gartner, McKinsey), scan your favorite blogs, or listen to podcasts.
Set Google Alerts for topics you care about.
Summarize what you find, even if it’s just a quick bullet-point list. Sharing it with your team or audience helps you clarify your thoughts and establish yourself as a thought leader.
Example:
Instead of scrolling aimlessly on Instagram or on another social media platform, be more intentional and mindful and consume the contextual aspect of the content rather than the content itself. Why does this video perform well? Which angle did the creator take? What do you like about the editing style? What can you learn and take away from these insights? In the end, there was a reason in the first place for you to stop the scroll and spend more time on that post or video. If you can replicate what it was that got you interested, you can apply this also to your topics.
Action Step: Schedule 1 recurring “research hour” in your calendar each week. Use it to dig into what’s happening, document your insights, and think about how you can act on them.
Step 6: Speak with People as a Source of Insights
Sometimes the best way to spot trends is to simply talk to people—leaders, decision-makers, or those on the ground in the industry or profession you work in. It’s often those conversations that give you unfiltered perspectives and insights you won’t find in reports or tools. It may be finding out that more funding goes towards a certain cause or project which then has ripple effects on everything else.
Practical Approach: One way to create opportunities for these conversations is by putting together your own white paper or research report. I’ve worked with a few clients on this approach use this strategy to:
Reach out to high-profile leaders and decision-makers,
Conduct interviews to gather proprietary insights,
Create unique, industry-specific research that sets them apart as trusted authorities.
Not only does this strategy provide valuable content, but it also positions you as someone curious, proactive, and connected.
Action Step: Start by identifying a topic or trend relevant to your audience. Reach out to potential interviewees and position it as an opportunity to share their expertise while contributing to meaningful research. Over time, this network of insights will fuel your thought leadership.
Step 7: Act Before the Herd
Here’s the deal: spotting trends is valuable, but execution is what separates leaders from followers. The early movers aren’t just riding trends—they’re helping shape them.
Practical Example:
Netflix didn’t wait for streaming to dominate—they invested in it early when DVDs were still king. Similarly, Tesla started building EV infrastructure years before electric cars were mainstream.
How to Act Early:
Test small: Launch a pilot project, create an MVP (minimum viable product), or put out exploratory content to see how people respond.
Collaborate: Partner with innovators or early adopters who are already experimenting in the space.
Iterate fast: If something works, double down; if it doesn’t, pivot quickly.
Action Step: Think of one weak signal you’ve noticed recently. Maybe it’s a cultural shift, a rising platform, or a new tool. Brainstorm 2-3 quick actions to explore it further, like writing a blog post, testing a service idea, or reaching out to an expert in that space.
Final Thought:
Trend-spotting isn’t magic—it’s curiosity, pattern recognition, and action combined. Spend time understanding what’s happening beneath the surface, explore intersections, and lean into the adjacent possible. Most importantly, don’t just observe—do something with the insights you gather. The real wins come from acting before the herd catches on.
The future belongs to those who see what others don’t—and take action before it’s obvious.
If you’re ready to sharpen your ability to spot trends and turn them into opportunities, I’ve got two next steps for you:
Join our upcoming 2025 Trends Workshop, where we’ll dive deeper into emerging trends, tools, and strategies for the year ahead.
Check out Trusted Authority, my on-demand program that helps you position yourself as the go-to voice in your industry by mastering research, insight-sharing, and influence-building.
Tools & Resources Recap:
Google Trends / Exploding Topics
BuzzSumo
Google Scholar / Google Patents
Trend Hunter
Notion / Roam Research
CB Insights
Feedly