Our culture is rampant with references to momentum: a sports team has “momentum going into the playoffs”; a business has “momentum following a successful IPO”; and an Internet meme or viral video “gains momentum through virtual and real word-of-mouth”. In all of these situations – even physics - momentum is understood to be like riding a wave. Somehow, that team or company has harnessed a kind of power and is being propelled forward beyond the competition. In business, if you have momentum, you will be a market leader. What do companies like Uber, Apple, and GoPro have in common? Aside from being successful brands, they have momentum. Brands with momentum dictate the terms for the market and their competitors and attain powerful and profitable leadership positions.