And we transition every single year on January 1st.
The New Year makes us even more gullible and, by February 1st, we've lost our momentum because everyone else has lost theirs.
One excellent piece of advice is to take yourself out of the competition by, ironically, looking in the opposite direction they are.
Warren Buffett's wisdom
The billionaire's most popular quote is apt here:
"I will tell you the secret to getting rich on Wall Street. You try to be greedy when others are fearful. And you try to be fearful when others are greedy."
This, of course, has nothing to do with money. It has to do with perception.
The higher the number of people seeming to believe something, the less likely we will scrutinize the claim. WeWork is an excellent investment because billions of dollars were plowed into it. It's easy to assume that other people did the leg work - how could it have gotten this far without scrutiny?
Find the blue ocean
Instead, imagine zigging when everyone else is zagging. It is tough to go against the crowd, but, when you do, a couple natural phenomenon happen.
First, you are more likely to find new opportunities, as you will be seeing things that others don't. It's like launching a home food subscription service in 2016 or, ahem, a co-working space in 2019: You might feel like the market is growing, but you don't know if the market has room for you, too.
By going another direction, you're employing the classic Blue Ocean Strategy. You are finding the areas that are less crowded. That is a risk, too, but, if you do have traction, then you'll have the area all to yourself. I found this worked well as a journalist, getting the scoop on a new story, and as a founder, finding success with my startup, Cuddlr.
Second, you are also going to find cracks, issues and problems with the common argument. A skeptical eye is priceless. And even if you go with the flow, you'll know the potential pitfalls and will be more ready to succeed than others picking the path because it is the most popular.