Trends are not a content calendar. They're a tool. And if you're a service-based brand (a coach, a studio, an agency, a consultant, anyone whose product is trust, not a tangible thing someone can impulse-buy) using that tool wrong costs you more than it costs a product brand. Here's why: nobody builds a relationship with you off a thirst trap or a meme. They build it off feeling like you know what you're talking about. So before your team hops on the next sound or format beca