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Immutable laws of change

I just finished reading The 22 Immutable Laws of Branding, which included The 11 Laws of Internet Branding, and was struck by how much the competitive landscape can change.

Published in 2000, the book suggests that no one will order shoes online; that TV, PC and internet will never converge; and that the relevance of search engines will fall.

Fast forward to 2016. Now people order shoes online through a variety of stores and Zappos has changed the shoe-selling business. Smart TVs are the norm. Google is one of the most valuable companies in the world (#2 valuable brand, second to Apple according to Forbes).

The book also suggests that several “laws” governing other mediums would apply to the internet, a rational proposition given the time. AOL was the #1 search engine and AskJeeves was still very popular. However, being first does not always mean the best and the market can be disrupted by more strategic, innovative competition.

The laws I have understood so far are the immutable laws of change:

Change is inevitable and will happen across all industries

Companies need to grow, innovate and change

Companies that fail to adapt will be tested by their competition, rather than invigorated by change

Zappos and Google may not have been first, but so far they have been doing alright (Zappos at a $1.2 billion valuation when being sold to Amazon). What else will change in the next decade?

NOTE: If you’re interested in more information about innovation and how it affects the competitive landscape, Jumping the S Curve was a great read.

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