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catch the wave

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catch the wave (American & Australian)
to try to get an advantage for yourself by becoming involved with something that is becoming popular or fashionable. Older Spanish restaurants are expanding to try to catch the tapas wave.
See also: catch, wave
catch the wave
to understand and behave according to the most modern fashions in social behavior. The company's move was aimed at catching the wave of consumers rushing to the Web. Is the topic hip enough for TV to want to catch the wave?
Etymology: based on the literal meaning of catch a wave (= to start riding a board across the rolling surface of the sea)
See also: catch, wave
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? References in periodicals archive
RF: I think the role of any foundation is to catch the wave of innovation and expedite it.
W.K. Kellogg Foundation's efforts to improve Rural U.S by Agri Marketing
The first to catch the wave generally has the right of way.
SURFING WITH 'TUDE IT TAKES NERVE TO PLAY IN THE WAVES IN A KAYAK by Daily News (Los Angeles, CA)
Community education can help you catch the wave, not because it's a fad but because it helps build a solid foundation of support for education in the community.
Leaders Reach Out To Their Communities by KEARNS, HOMER H. / School Administrator
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