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# Impermanence
- URL: https://www.pesec.no/impermanence/
- Published: 2023-02-27T08:00:54.000Z
- Updated: 2023-02-27T08:01:07.000Z
- Description: On transient growth.
- Author: Bruno Pešec
- Tags: Strategy

Zoom, Netflix, Peloton—alongside other pandemic growers—are withering as rapidly as they had been expanding.

Lessons to consider:

- *Understanding the customer's context and behaviours still reigns supreme.* Each and every customer is trying to achieve some specific outcomes. Their priorities between desired outcomes might shift, as well as their means, but actual outcomes are more stable.
- *Assumptions need to be revised on a regular basis.* In this case, the dominant assumption was that a significant percentage of people would stick with digital replacements even after the pandemic.
- *Sustainable, strategic growth is often better than growth at all costs.* When demand vastly outgrows the supply ignoring costs in order to capture the market share might seem like a good strategy. Sometimes it is. Sometimes it isn't. If you have to educate the market, it most likely isn't.

And last but not least, *nothing is forever*.

Businesses must continuously better their people and processes if they wish to remain relevant. Even when everything seems excellent.