A number of weeks ago I attented a “fuck up night” at SUP (Start Up People Sweden), next to Gallerien shopping centre. There were a number of speakers there who did not talk about their succes, but about their failures . This was really interesting, and you could really see that the entrepreneurs had learnt a lot from really doing their best to make something work, but then failing. A big reason for many of the ventures to fail was that their target market (and the rest of the world) was simply not ready for their product. These were mainly high tech products. One of them was a really good MP3 player, a number of years before Apple came with their iPod´s. They made me think of two entrepreneurs in Holland, working on their company called “Sunuru” (derived from Sun Guru). Their technolgoy was based on installments that improved the geometry of the solar panels, so that the panels would always point towards the sun. Their main target market was the USA. They underestimated however that many people in America simply do not believe in climate change, and even if they do they are often not prepared to take measures against it. Perhaps in the future they will start believing in it and take action, but not yet. This is another good example I think of being “ahead of a trend/wave”. I personally see a big “wave” in sustainable transportation in urban environments, and specifically cycling equipement and facilities. It is my dream and goal to play my part in this, but I can see that as the situation is now the world is not ready for it yet. It will take many years before a “cycling culture” will take a foothold in many big cities (Copenhagen and Amsterdam excepted), and before a favourable market is there which entrepreneurs can exploit.