where the puck is going

The direction of a particular trend or predicted outcome. Derived from a quote attributed to Wayne Gretzky: "I skate to where the puck is going, not where it has been." Outside of hockey, the phrase is most commonly used in business and finance. When you're setting up a new business, try to use customers' spending habits as a means of anticipating future trends. Capitalize on where the puck is going, not where it was last year.