Identifying trends is often a confusing aspect of the industry that can make the difference between success and failure for an enterprise. Keeping in touch with trends, innovation, change and other influences on the industry requires staying in touch with the sources that report on the industry. Working in the industry will give us access to certain information that keeps our knowledge current. Membership of industry bodies, such as those listed at the end of this book, will also keep us up to date. If unsure, ask questions. Someone will know the answer.