Passing fads and cultural staples

Clothing itself will never go out of style, but styles of clothing come and go. Music is not a passing fad, but styles of music can be. Entertainment will always be a cultural staple, while the way we entertain ourselves will change.

Focus on the underlying utility of your product or service, not the flavor of the week that rests on top.

Buyer motives and relevance

What are your customers really buying and why? Products that were once dominant can swiftly become obsolete when a company misunderstands or underestimates what really drives its customers.

On the other hand, a deep understanding of buyer motivations can reveal how to maintain your offer's relevance and even unlock additional value.

Consistency where it counts

No one ever says: “I love this place, you never know what you’ll get, that’s why it’s my favorite restaurant. One week it's a steakhouse the next it's a vegan buffet.”

Imagine watching a favorite TV show and suddenly a different actor is playing your favorite character.

If a brand changed its logo every week you wouldn’t know what brand you’re dealing with anymore. The brand value would disappear and so would customers.

Have you ever noticed a variation of this line that has appeared in Apple’s marketing for years: “entirely new, yet familiar.” Some variation of that line pops up every time Apple releases a new version of an existing product. If Apple made the iPhone entirely different on each iteration then the things that make an iPhone an iPhone would disappear and so would customers.

Consistency, where it counts, is the foundation for a successful business. But where does it count? Do you know what it is about you or your business or offer that draws your customers back? And if your customers aren’t coming back perhaps it's an issue of consistency.