A24

Find the reaction to the action: every dominant trend spawns its opposite

One of Shaan's business theories is that a dominant product or trend creates demand for its opposite. Permanent public Facebook photos led to disappearing Snapchat photos, cheap abundant calories led to GLP-1s, and screen addiction led to apps like Brick. He says A24 was a reaction to risk-averse Hollywood.

“Well, one of my business theories is that a great way to think of a business idea is to find the reaction to the action. Like, for example, when Facebook was in its absolute prime and everyone was using Facebook, Facebook created this world where all your photos would be public and they would be permanent. You'd post them on your profile, your timeline, history, everyone could see them. And so that became the action, and the reaction became Snapchat, photos you could send that would self-destruct in 10 seconds. And it's actually that the popularity of one creates the need for the other.”

Steal thisList today's most dominant products and norms, then ask what their opposite would look like and who is fed up enough to buy it.