Part 2 of my Product Strategy and Innovation Crash Course

Success is a moving target.

I want you to carry those five words with you in your pursuit of whatever it is you’re doing.

In the context of this post – the context of you and your business – those words are true all the way down to your product.

Unless you’re Coke or something like that, you can’t rely on the recipe you created 140 years ago and keep peddling the same shit and expect to survive and thrive long term. Even Coke. The product that Coke sells is not the liquid in the can or the bottle. The reason Coke is a multi-billion dollar soft drink while RC Cola is a perennial also-ran is not because of the formula.

Now, Coke is an extreme example, and using Coke as an example also might make you think of expensive marketing campaigns and pop-cultural stunts and what-not and that’s not where I’m going.

But “success is a moving target” is true for ALL products (and services). The truth in the Coke example is just easier to understand, but it’s the truth for each and every single business, from the beginning of time.

The product has to evolve to survive and thrive. And evolution requires innovation.