Innovate with intention: How to test trends without losing focus
By Baylee Akins
New trends emerge constantly, tempting organizations to jump in without a clear strategy. This "shiny object syndrome"— chasing trends without proper evaluation — can waste time and money while derailing hard-earned progress. Before letting the fear of missing out guide your decisions, consider the following tips to help your organization innovate with intention.
Test before you invest
Rather than diving in headfirst, starting small minimizes risk, allows for data-driven decisions and fosters a culture of innovation. This can be done through piloting programs, using test groups or A/B testing. By reframing your approach you lower the expectation of immediate success, allowing for adjustments or abandonment if needed while encouraging a mindset of strategic experimentation.
Example: Before investing in a new social media platform, run a small campaign to gauge engagement before allocating a full budget.
When to pivot
Trends don’t always deliver the expected results. Gathering feedback is essential in deciding whether to refine, continue or abandon an initiative. This can be achieved through customer surveys, candid team discussions and social listening. Assessing engagement metrics and real-time audience responses can help your organization make informed decisions about a trend’s viability.
Example: If testing a popular social media platform yields low engagement, consider adjusting to a more personalized approach or shifting focus to a platform that better aligns with your target audience.
Stay selective
Not every trend is worth pursuing. Staying informed while maintaining a strategic approach ensures resources are allocated wisely. Businesses can track market insights using various tools and sources, including:
Google Trends - Real-time search data
Trade publications and thought leaders - Industry blogs, podcasts, newsletters, articles, reports, etc.
Social media listening tools - Hootsuite, Sprout Social, etc.
Competitor analysis - Observation
Example: Before embracing a trend, ask: "Does this align with our audience and goals?" If the answer is no, it may not be worth the investment.
Strategic innovation is carefully selecting the right trends to pursue and adapting when necessary, rather than chasing every new idea. Testing trends with a clear strategy and intentional action will allow you to make informed, effective decisions that align with your organization's goals.