Trends can be terribly misleading because they are often overstated and simplified and tend to focus on a tool rather than the underlying behavior. Think about when Twitter got hot. Everyone talked about the tool, but few realized that it was simply the embodiment of a way to communicate that people were looking for. Understanding that shift allowed some to take advantage of the behavior rather than the tool and this put them miles ahead of the trend. Here are five shifts making an impact right now on both the way we go to market and the way the market comes to us.