Why Build Everlasting Products

Three questions:

1. Can you sell XYZ 15 years from now?
2. If you increase prices, can you still sell XYZ?
3. Do/Will/Would people repeatedly buy XYZ?

If so, you probably have a durably indestructible product that would make Warren Buffett say WO.

What.The.F?

"There's no such thing!"

But, peep:

• Snickers bars.
• Chewing gum.
• Coke.

Warren Buffett calls 'em durable competitive advantages.

Or, what about recent explosions:

1. Facebook.
2. In-in-Out Burgers.
3. Google.

Other companies went out with social networks with cooler features, more delicious burgers, and better search queries; but, those products stayed indestructible.

Peep Craigslist

1. The design hasn't changed.
2. It barely updated a few features.
3. It was built in 1995.

Yet, the masses still congregate despite other competitor websites that have more stuff, are more organized user communities, and AJAX'd themselves to the freak.

Competing on the latest-and-greatest won't keep you in the game 10 years from now.

Instead, build a product that can exist until the end-of-time.

Why?

Companies with durably indestructible products don't need to:

1. increase R&D
2. retrain staff
3. or, become b$^@% to market conditions

...to stay competitive selling their gems.

That is, they keep their expenses low, generate consistently solid revenue, and can !@$^@%@% sleep while they're cash cows do all the work.

The more $$$, the more investing ka-ching, the more you fatten funds to provide more value to your clients.

How?

Two steps:

1. Choose something that can last until the end of time.
2. Make your product the best at that one thing for the rest of eternity.

Bam.

The stuff that lasts.

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