One of the key elements in a business is recognizing trends and then knowing how to ride the wave to help your business succeed. Indeed, many businesses fail because they do not adapt quickly or intelligently enough to the changes in an industry. Zigzagging helps keep you take advantage of trends. It also helps you learn to recognize when to jump on a trend and let it take your business to new and exciting places. The book industry has learned to ride the technology wave and adapt like few others have.
Though books have been around for centuries, the advancement of consumer technology posed both a threat and opportunity to the industry. Instead of insisting that people would prefer to hold physical copies of books, Amazon in particular (one of the largest book retailers in the world) jumped on the wave with the Kindle in 2007. And now Amazon sells more ebooks via the Kindle than it does paperbacks on its original website!
What would have happened if Amazon kept driving to its goal of selling books as defined by a limited view of what makes a book? It would still be fighting an ongoing trend that has impacted the world, especially with the advent of the iPad. Instead, Amazon is not only able to keep selling Kindles, but it sells ebooks through Kindle apps on iPads, iPhones, Androids and other competitors.
This continual drive to ebook profitability has enabled Amazon to try something new with the Kindle Fire. Though I prefer my iPad, the Kindle Fire tries something new for tablets by being both comparatively very inexpensive and focused.
Only time will tell how successful this new zigzag will be for Amazon, but think of how you can use the trends in your industry to boost your own business. Then, before that trend dies away, make sure you find another trend to harness, like the Kindle jumping onto the tablet trend. By making strategic, intelligent zigs and zags, you can dance among the trends to keep your business thriving.