There is always a next big thing.   Before it happens, we fight it.  Our brains tell us if it doesn’t exist then it’s not real.  If it’s such a great idea, it would already would have happened.  The next big thing elludes most of us.  Our brains just won’t let us see it.

This is the grocery aisle for energy drinks.  How many can you count?  This aisle didn’t exist in 2001.

Red Bull created a new industry.  They were the next big thing.  They are now just one of many, because next big things create industries and markets.  Industries and markets need the next big thing.

There will be a next big thing, even if our brains tell us there won’t be.  Will you see it coming?