Are You a Firework or a Lighthouse?

Growth Brews - Issue #025

Are you a firework or a lighthouse?

The idea for this newsletter started a few weeks ago while I was having my morning coffee, scrolling through endless articles, posts, and podcasts telling about the “next big thing” you need to do to grow a business. 

One day it’s AI, the next it’s influencer marketing, and then it’s the latest social media platform that everyone says you need to be on. The message is always the same: 

“To grow our business, we must stay on top of every trend.”

And it’s understandable, really. We live in a world that moves fast. 

Trends seem to dictate the direction of success, and the fear of missing out (FOMO) drives businesses to adopt the latest tactics. Who never felt overwhelmed for not being able to keep up? 

The allure of being at the forefront of innovation is hard to resist, though. After all, who doesn’t want to be seen as cutting-edge?

But here’s the thing: Is chasing every trend really the best way to grow a business? Or is it just a distraction that leads you away from what truly matters?

A few weeks ago I wrote about how to keep up with trends in the newsletter "Navigate Trends Like a Pro." Today I want to expand on it and bring light to something different.

Why being on top of trends doesn't make your business a success. In fact, it can lead to exactly the opposite.

Of course I won't leave you hanging. I will also bring to the table how I see trends can be beneficial too.

So, as usual, grab your best mug and let's dive into it.

Chasing every trend isn’t the golden ticket to growth—it’s more like a wild goose chase.

Trends are like fireworks. They’re bright, loud, and impossible to ignore. 

When a firework goes off, it captures everyone’s attention, dazzling the sky with its brief but spectacular display. But what happens after the grand finale? 

The sky goes dark again, and the excitement fades, leaving behind nothing but a fleeting memory.

Now, let’s compare that to your business. When you focus too much on trends, you’re essentially setting off fireworks—grabbing attention in the short term but leaving little impact in the long run. 

You might see a spike in engagement or sales, but it’s often temporary. 

Once the trend fades, you’re left scrambling for the next big thing to keep revenue coming in, caught in an endless cycle of chasing after the latest fad without ever building something truly sustainable.

And here’s the truth that’s hard to swallow: 

Trends are fleeting, and businesses that rely too heavily on them risk losing their identity, exhausting their resources, and ultimately, burning out.

Let’s dig deeper into why this approach is fundamentally flawed:

01 Fleeting Nature

Trends, by their very nature, are temporary. They come and go, often as quickly as they appeared. 

When you build your business strategy around them, you’re constructing your brand on a shaky foundation. 

Have you ever seen that local restaurant who served sushi because it was the hype. Then, they expanded and added pasta. Cool, right?

The next time you're there they also have a coffee shop. By the fifth time, you have no idea what they are good at anymore.

I'm exaggerating the example above (maybe not), but my point is:

This constant pivoting can lead to a loss of brand identity, as you’re always trying to be what’s popular rather than what’s authentic to your brand.

02 Resource Drain 

Chasing trends is resource-intensive. It requires constant adaptation, which can be exhausting for your team and draining on your budget. 

Every time you pivot to chase the latest trend, you’re not just spending money—you’re spending time, energy, and focus. 

Your team becomes overwhelmed by the endless cycle of change, leading to burnout and reduced productivity.

It's like constantly taking detours during a road trip every time you see something interesting. You'll never get to your destination and might even run out of gas.

03 Distraction from Core Goals

When you’re constantly focused on what’s new, you lose sight of what’s important. True growth doesn’t come from being everywhere all the time. 

It comes from doing a few things exceptionally well. By spreading yourself too thin, you’re diluting your efforts and weakening the impact of your initiatives.

Here’s an example: 

A company reached out to me looking for help because their sales were always fluctuating. They had peaks of really good revenue, but it was never sustainable. 

Every few months they would start to plan very nice things like hiring new talent and investing more on the company but had to always scrap those plans because the good sales cycle was gone. 

In the owner's words: they felt that every time they took a step forward, they would take two steps backwards a few months later.

He was exhausted.

And no, that wasn't the seasonality of their business. 

After analyzing their data it was clear that they were jumping from one marketing strategy to the next, never fully committing to any single approach. 

  • Their messaging became inconsistent

  • Their brand identity blurred

  • Their customers and team grew confused about what the company actually stood for. 

As a result, customer loyalty declined, and so did their sales.

I wish this company's experience was unique, but it isn't. I've had countless conversations with businesses going through something similar. 

The fact is, many businesses fall into the trap of thinking that the key to success is being at the forefront of every trend. 

But in reality, this approach often leads to a lot of noise with very little substance.

The Lighthouse Approach

So, what’s the alternative?

Imagine you’re a sniper, positioned strategically on a battlefield. 

Your goal isn’t to shoot aimlessly in every direction, hoping to hit something. Instead, you take your time.

You analyze the terrain, understand the movements of your target, and wait for the perfect moment to take your shot. 

When you finally pull the trigger, you know that your bullet will hit its mark with precision and impact.

This is the mindset I like to bring businesses as part of my 5 steps for C.L.E.A.R growth. 

Instead of scattering your efforts across every new trend, focus on understanding your core audience deeply. 

  1. What do they need? 

  2. What do they value? 

  3. How can you deliver consistent value?

Be the lighthouse in your industry—stable, reliable, and guiding others even as trends come and go. 

A lighthouse doesn’t chase after every wave; it stands firm, providing a constant source of guidance and direction. 

When you position your brand as the lighthouse, you become the go-to resource in your industry, the one others look to for leadership and direction.

A lighthouse doesn’t try to be something it’s not. 

It doesn’t pretend to be a firework, bursting with temporary brilliance. Instead, it stands tall, providing consistent, reliable guidance no matter the weather. 

It’s a beacon of hope and safety, helping others navigate treacherous waters.

Absolutely not.

I'm in no way saying that trends are bad. How you approach it is what will make a difference.

Trends are powerhouses in bringing more attention to businesses when we're smart about it.

When you adopt a lighthouse approach, like the sniper I mentioned above, you can strategically choose the trends to follow.

But first, you gotta have your fundamentals right. 

I used to practice Judo in the past and learned the Shu Ha Ri principles:

  1. First you learn the basics

  2. Second you refine

  3. Lastly you innovate 

Many of the greatest Judo champions have won their gold medals by using simple techniques, but extremely well executed. 

As you can imagine, trends are part of the third item above. You can't get to it without dominating the first two principles.

Are You a Firework or a Lighthouse?

So, the question is: Are you a firework, burning bright for a moment before fading into the night? 

Or are you a lighthouse, providing steady, reliable guidance and lighting the way for others?

If you’re ready to stop chasing after every fleeting trend and start building a business that stands the test of time, I’m here to help. 

Let’s chart a course for sustainable growth together. Book a consultation with me today, and let’s make sure that every action you take leads to lasting success.

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