Think of your business as a wave.
If you go against the current, you dissipate and disappear. If you go across the current, you get messed up by other waves.
The biggest waves go with the current. If you want to be the biggest wave, make the biggest splash, make the most money, then go with the current.
How do you know which way the current is moving? Listen to the Universe.
Just remember: In the end all waves end up on the beach and get sucked back into the sea with all the other waves.