Once a wave starts it continues to build and build until it finally crashes. The question who starts such a wave the actual person, place, thing or is it just timing and marketing? For example Donald Trump has excelled at this effect as he seeks the Republican nomination where no matter what he says it continues to grow the point is does it crash before the Republican nomination or in the general election? This occurred with Barrack Obama and George W Bush as well. Adele’s song “Hello” was a hit before it even came out and don’t get me on “Star Wars the Force Awakens”. Most will eventually ride such a wave but even for those who try to avoid it there is no way to eventually get wet as well.