Of course ‘Nobody else is doing it‘, is really an observation about risk, not isolation.   Most of us don’t like to go first, for fear of looking stupid.   Unlike my beloved, who, faced with a marquee-full of Cornish pasties and cream teas at the grand opening of the Eden Project, boldly stepped forwards with the words “My mum would expect it of me” – and broke the ice for everyone else, hesitating hungrily on the periphery.

So the real answer to ‘Nobody else is doing it‘ is ‘What’s the worst that can happen?‘.   The best that can happen is that you get results that the waiting others couldn’t dream of, and you get them first.

If you do what everyone else does, you’ll get what everyone else gets, maybe less.   Provided the downside isn’t too damaging, it’s worth taking the leap.   Then the very best that can happen is that you break the ice for the others, and everyone benefits from your lead.