Don't copy, react instead.
What I mean by this is that so many businesses think the way to get ahead is to copy what the industry as a whole is doing. As I’ve said before, you will never beat what you imitate. Instead, look to where the market is heading and react accordingly, find your own direction.
Find influences and key clients/customers/donors in your space and identify what things they are interested in and talking about. These early movers/adopters can be an invaluable key to unlocking new products, services, and directions for your next growth cycle.
After all, if Henry Ford would have set out to make the world's best stagecoach instead of the Model T, things may look a little different today.