In his TED talk, Kaihan Krippendorff, business strategist, consultant and author of four business books, leads us through the idea of pushing past the third option into the fourth, which is often the one we needed all along.
"I've gotta give you enough reasons to come back, but never so many new reasons that I erode the original reason." What a powerful statement. This quote presents the paradox of virtually every company. We've got to stay on top of trends and give customers exciting prospects, but maintain consistency simultaneously.