Hi,

It's _How to Create Your Own Fad_ by Ken Hakuta.

I just thought of something, there's an achingly beautiful book (beautiful in the clarity of its concept and structure) called _Bellwether_ and it's by Connie Willis and it's basically about fads and how bellwethers lead others without knowing what they're doing or even that they're leading. At the end of the Willis book, when you "get" what she's saying, it's an amazing and rather humbling experience.

Best,

-Boyd