Let the broad area of e-business and e-commerce, and fact that some companies are leading related trends while others are simply following or perhaps not even doing that.
In their 2001 book, E-Business 2.0: Roadmap for Success, authors Dr. Ravi Kalakota and Marcia Robinson pointed out "Your company's success depends on ability to innovate and integrate new technologies into service offerings... What is your company doing to be trend leader instead of trend follower?"
Reply the question posed by those authors, by using examples from current employer or another company with which you are familiar.