This Element is an excerpt from Outsmart!: How to Do What Your Competitors Can't by Jim Champy, available in print and digital formats.
Big profits in secondary markets: riding someone else's hot brand to breakthrough success! Every so often, a product or brand is so exciting that it creates a whole subculture of loyal customers avid to buy anything related to it. One man's (or woman's) obsession is another's chance to outsmart the competition. Hot brands create secondary markets for business people agile enough to piggyback on them.