If it ain't broke, fix it anyway

I'm not one to advocate change for change's sake, but if you put your product out there thinking that it's perfect and it's always going to be perfect, it won't be long before you're in panic mode.

Examples abound of products that have launched to great fanfare, served their consumers well, and then while their corporate owners were counting their riches, a competitor swooped in with a better idea and stole market share out from under them.

Sears and K-Mart ruled retailing until, while sitting on their huge piles of cash, they were crushed by the logistical brilliance of WalMart.

Toyota was on cruise control until they decided being big was more important that being good. Now Ford and Hyundai are filling their mirrors with products that are different and better.

That's what makes Apple, Intel and recently Ford such strong brands. They embrace change, introducing new products before their old ones feel tired. Staying ahead of the market and forcing competitors to follow them.

No matter how good your product is, it can always be better. No matter how happy your customer is, she can always be happier. The trick is to find out how and deliver it before your competitors do. And you better hurry, because they're working on it.