The peak of everyone thinking something is cool is usually right before everything goes to shit.

When COVID happened - a lot of people thought it would be a great idea to create a video conferencing app like Zoom.

What most people don't realize, is that Zoom had been building their app for years before COVID.

They obviously had no idea a pandemic was coming, but they were in a position to optimize their product once remote video conferencing became an obvious trend.

If you just started building your product once the trend was obvious, you'll be optimizing your product by the time the trend is winding down.

Ideally, you want to look towards the future, and try to anticipate where the market will be.