In marketing, many businesses believe that having a good product is enough to guarantee success. However, according to the Law of Acceleration — one of the 22 Immutable Laws of Marketing by Al Ries and Jack Trout — a product is only part of the equation. The key driver of growth is the trend that the product aligns with.
The Law of Acceleration states: “Successful marketing is built on long-term trends, not short-term explosions.” A product may attract temporary attention, but if it’s not tied to a genuine trend — a shift in consumer behavior or demand — it will quickly fade away.
For example, the rise of smartphones wasn’t just about technology; it was driven by global trends in connectivity, mobility, and digital lifestyles. Brands like Apple and Samsung didn’t just sell devices — they led a movement toward smarter, more convenient living.
On the other hand, products that create short-lived “fads” — like trendy toys or viral apps — often fail to maintain their position unless backed by a lasting trend.
The Law of Acceleration emphasizes that sustainable growth comes from positioning your product as part of a larger movement. Don’t chase temporary hype — invest in values that are genuinely transforming people’s lives. That’s how a brand accelerates and sustains long-term momentum.
