What works and what doesn't changes rapidly depending upon what is going on at the time and what the next trend may be. There are two approaches to this.
The first is reacting quickly to events. The TV show Battlestar Gallatica was a master of this. The show was started in 2003 right after the US invasion of Iraq and dealt with issues of religious conflict, torture, betrayal and retribution. The writers payed close attention to current events and wove the themes into the shows. It was very popular and just ended with a note of hope and warning of repeating past mistakes.
The second approach is predicting trends and building a product before it becomes poplular. Amazon Web Services, which just marked their 3rd anniversery, was the first in Cloud Computing. I've worked with them since the beginning and although there have been some rough patches. But they have become a thought leader in this space and are doing quite well.
So make sure you are paying attention to what is going on around you and become relevant to the exisiting trends and conversations. You will do much better.
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