If you’re aiming to be trendy, you’re setting yourself up to be replaced. Quickly.

Unfortunately, the shortest path to profit in many fields seems to be getting into the ‘what’s hot right now’ business.

It’s much smarter to create something that is useful, necessary and desirable.

Making yourself or your product indispensable and timeless doesn’t lead to complete irreplaceability, but it certainly comes closer than any alternative.

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