Embrace the Cycle—Milk Success, Then Reinvent Before You Become Invisible

A chain of coffee shops exploded in popularity a decade ago by bringing a bold Italian espresso bar vibe to cities where it barely existed. For years, the stores multiplied, the press raved, and every location buzzed. But over time, regulars noticed the spark faded—same drinks, same décor, the excitement replaced by routine. The company was still profitable, but the energy that made it remarkable was gone.

A competitor in the next city over started turning heads with an experimental menu and local collaborations. Within a year, customers migrated for novelty—and the old chain's numbers slid. The original brand scrambled to reinvest in new experiences: immersive tastings, regional flavors, and an app-based game. Some ideas flopped; others revived enthusiasm. The clear pattern: even the best successes go stale. The winners don’t just coast—they ride their current wave for as long as it lasts, but always invest in creating the next big thing, no matter how small a bet it starts as.

Take an honest look at your routine or project and ask whether you’re milking past success and avoiding change. Choose one place to invest time, energy, or resources in a truly new approach—even if it means risking failure or hearing some negative feedback. Set a goal for running these experiments, and allow the learning process to matter as much as immediate gains. Keep the momentum going by connecting with others invested in innovation, and remind yourself that standing still is just another way to fade into the background. Pick your first experiment and set it in motion this month.