Chi runs a small shop that sells handmade candles. Sales fell in March, and someone told her the current fad on social media was strawberry-scented candles shaped like fruit. Her assistant wanted to launch a campaign around it right away. Chi decided to compare it to their last two campaigns first. Both had been built around a passing trend, and both stopped selling as soon as the trend cooled. She doubted a fad could attract customers who stayed. She asked her assistant one question instead: what do current consumers actually want? They pulled old messages from every consumer who had written in, and found the same request again and again, a candle that lasted longer. That became their inspiration. The new candle burned twice as long as the old one, and the campaign spoke to exactly that fact, no fruit shapes, no trend. Her assistant worried it would not persuade anyone in a market full of flashier competition. Chi disagreed. She did not need to convince every consumer, only the ones already loyal enough to try one more product. The campaign ran for three weeks. It did not attract as many new buyers as the strawberry candles might have, but customer satisfaction rose, and the same buyers came back a second time. Chi wrote one note for next year: chase what people keep asking for, not what is a fad this month.

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