Ideas, information and points of interest tend to spread in extreme peaks and spikes at the minute, like Pipa Middleton's bottom. So a key behaviour for business in this day and age is to convert these peaks into value as quickly as possible. An example of this would be the current interest in telepscopes born off the back of Brain Cox's passion for star gazing (you can see the highest ever peak in Google searches for 'telescope' in January 2012 above, exactly when Brian was doing his stuff). Then the cognitive conversion came for Amazon who were able to deliver physical goods to match the interest being generated in the form of affordable telescopes, and resultingly saw a 500% uplift in telescopes sales in the UK.
I think that more and more busines revenue is going to be driven by being able to convert extreme (or niche) points of interest into real world sales of items that deliver on that interest. Hopefully I might have some more examples of stuff I'm up to at the minute that does exactly this.