Just because. . .

are doing it

doesn't mean

they are too.

The biggest travesty is when you assume that what you are doing the whole world is doing it too.  Just because you and your 200 friends and colleagues love and are buying the new waterproof underwater socks and talk all day long about them doesn't mean that the universe is now shifting its focus to this new 'idea'. 

The reality is that if this is a relatively new concept then you and your 200 friends and colleagues are probably the only ones raving about these new 'socks'. Thinking that everyone is into this new product because you are isn't such a big deal (or a problem).  It becomes an issue when some of these 200 people start creating ideas and  services that support these new socks because their world is using them and that's their reality. So now this small group of folks are spitting out new business ideas and services that will support these cool new socks because they believe EVERYONE is using them. A recipe for failure. 

The issue is that people aren't able to step outside of their world and see that there are hundreds and thousands of people outside their 'circle of peers' that could care less about about what they are into. Just because you and your friends have given up TV doesn't mean the rest of the world has.  Just because you and your friends blog does not mean that the whole world is blogging. Just because you and your friends use tweetdeck is no indication that anyone else even knows what that is. 

From a business perspective knowing how popular or unpopular an idea is and how pervasive it is in the culture is absolutely imperative. Knowing this is valuable in two ways.

1. Knowing how many people are actually aware of and/or interested in something allows you to intelligently strategise your business moves.

2. Knowing what people are actually aware of or don't know, can actually lead you to new opportunities.  People always say "man everybody knows that." The reality is that no, not everybody does. And there's nothing worse than a missed opportunity. 

Before you start assuming that what you do or are into everyone else is too, go and hang out with people outside of your circle.  You might just make some startling discoveries.