that's amazing sgll jason, editor and chief, seeing nate's outside of the box and swift thinking a must in order to thrive and survive with a novelty business. >> you have to be thinking constantly about how you can innovate inside of your space. >> another business that started as novelty concept and ultimately sparked a craze with endless number of competitors is spink ls cup kates. >> hot cupcake shop even after the phrase hot cupcake shop stopped being a thing. >> queen of knowing how to bake your trendy brand behind the hype. >> giving people constant new reasons to talk about them and put them on instagram and tweet about them. that's smart when you think about soul cycle. they have created a community of people passionate about being part of soul cycle. it becomes their identity. those are the kind of businesses you want to run. the ones people are really executed to tell about for you. novelty ventures have a lot of appeal, but those in the know say you better go into it with eyes open because if you're not smart about it, the death of a trend can also mean the death of your bus