#BrandRantz: What Got You Here Won’t Get You There: To Evolve or Be Extinct

Does it rattle you to realize that one in every two companies that dominated the Fortune 500 in the year 2000 have vanished from the list today? Kodak, Lehman Brothers, Enron, Sun Microsystems, Motorola, Compaq—these once-mighty giants are now alive as long pages in Wikipedia or as case studies in business schools. It’s a sobering truth that past success can often be a brand’s biggest enemy.

But this isn’t just a corporate dilemma; it’s a challenge for individuals too. Just as companies can falter by clinging to outdated strategies, professionals can find themselves stuck if they rely too heavily on the skills and mindsets that served them in the past. Since the dawn of humanity, our species has been on an unrelenting quest—to thrive rather than survive, to ascend from one level of existence to the next. It’s not just about getting "here"—wherever that might be—but about the pursuit of something greater, something "there." That elusive and aspirational "there" is the higher ground we constantly strive for, the destination just beyond the horizon that promises fulfilment, success, and a sense of contentment.

What drives us to pursue this "there"? I believe it’s our intrinsic desire to evolve, to continuously improve, and to transcend our current limitations. As humans, we’re not content with simply maintaining the status quo. While the same set of skills might allow us to grow horizontally—expanding our expertise or gaining more experience—it’s not enough to push us vertically, towards higher levels of achievement and greater challenges. And therein lies the crux of our journey: the relentless pursuit to acquire new capabilities that enable us to tackle grander tasks and reach loftier heights.

This drive is what propels us forward, from the invention of the wheel to the exploration of space, from mastering fire to unlocking the mysteries of the human genome. But, here’s the catch—what got us to one milestone won’t necessarily get us to the next. The tools, strategies, and mindsets that worked yesterday may not be enough to carry us through the challenges of tomorrow. This is where the real test of evolution comes in: the ability to recognize when it’s time to let go of what once worked and to embrace the unknown.

The (neuro)science of innovation and evolution

At the heart of our drive to innovate is the brain's reward system, particularly the role of dopamine, a neurotransmitter often associated with pleasure and motivation. In my experience, I’ve found that dopamine's function extends far beyond simply making us feel good. It plays a crucial role in our ability to anticipate and strive for future rewards. When we engage in activities that promise a payoff—whether it’s solving a complex problem, creating something new, or achieving a long-term goal—dopamine is released, reinforcing our behavior and spurring us to continue the pursuit.

This neurological process is part of what makes humans unique. Unlike other species that are content to follow well-trodden paths for survival, we are driven by curiosity, by the desire to understand and shape our environment in ever more sophisticated ways. The human mind is a perpetual motion machine, always looking for the next challenge, the next innovation, the next step in our evolution. It’s why we’re always upgrading our gadgets—even if it’s just for that extra megapixel on a camera we barely use. Apple has mastered the art of tapping into this behavior. They’ve built a brand around innovation, making their products symbols of progress and possibility.

Quantum physics challenges our traditional notions of reality, suggesting that the universe is not a fixed, static entity but a dynamic field of possibilities. This aligns with the human experience of evolution—our reality is not predetermined; it is shaped by the choices we make,? the ideas we pursue, our actions, and our innovations.

The battle for relevance

The modern workplace is a battlefield where competition is fierce and the pace of change is relentless. Just as brands must adapt to survive, so too must individuals. The skills that brought success in the past may not suffice in the future. This reality compels professionals to constantly upskill, re-skill, and adapt to new technologies, methodologies, and market demands. If we are not learning, we are essentially trying to surf the web with the archaic dial-up connection.

The following five qualities are essential for anyone aiming to remain relevant and impactful in their careers:

• Curiosity: The foundation of innovation, curiosity drives individuals to explore new ideas, learn continuously, and stay ahead of the curve. A curious mind is always seeking to understand the "why" and "how," pushing boundaries and challenging the status quo. Curiosity didn’t just kill the cat—it also invented the internet.
• Adaptability: In a world where change is the only constant, the ability to adapt is crucial. Adaptable professionals can pivot quickly in response to new technologies, market shifts, or unexpected challenges. They thrive in uncertainty and are comfortable stepping outside their comfort zones—because let’s face it, the comfort zone is where dreams go to die.
• Resilience: The path to success is often fraught with obstacles. Resilient individuals can withstand setbacks, learn from failures, and bounce back stronger. They possess the mental fortitude to keep going even when the going gets tough, kind of like the Energizer Bunny, but with more LinkedIn connections.
• People Skills: Communication is key, but in today’s world, it’s more than just about talking; it’s about connecting. Those who excel in people skills can work effectively with others, build strong relationships, and lead with empathy. Whether negotiating a deal or simply convincing a colleague for "Casual Pajama Fridays", these skills are crucial.
• Continuous Learning: The pace of change in the modern world means that what you know today may be obsolete tomorrow. Professionals who are committed to continuous learning are always updating their skills and knowledge, staying ahead of trends, and embracing new challenges. In a sense, they’re the human equivalent of a software update—always improving, and less annoying.

Self-discipline: The purest form of love

But none of these qualities can truly flourish without a foundation of self-discipline. I believe that self-discipline is the purest form of love—love for oneself and love for the possibilities that the future holds.

When we practice self-discipline, we are investing in our future selves. It will give us delayed gratification, the kind that builds character, resilience, and true success. It’s a reminder that the sweetest water comes from the deepest wells. It ensures that we effectively navigate this evolutionary process, shedding old limitations and embracing new strategies for personal and professional development.

Evolution is not optional

Success in the future requires a willingness to let go of old paradigms, embrace new ideas, and continuously reinvent oneself. Even dinosaurs didn’t get the memo about adaptability, and we all know how that turned out. As the world evolves, so must we. This means being open to learning, to experimenting, and to taking risks. It means recognizing when it’s time to pivot, to try something new, and to embrace the unknown.

Paytm, as of tonight has decided to sell its entertainment business to Zomato . Globally, Nokia, once synonymous with mobile phones, failed to transition into the smartphone era due to its reliance on older technologies. Kodak, a pioneer in photography, missed the digital wave by clinging to its film business, which ultimately led to its decline. Blockbuster was a behemoth in the video rental industry but failed to see the shift to digital streaming, allowing Netflix to dominate the market. BlackBerry, the choice of professionals worldwide, was slow to adopt touchscreens and app ecosystems, leading to its rapid decline. Myspace, an early leader in social media, could not keep up with Facebook's user-friendly design and innovation, leading to its eventual fall from grace.

On the other hand, Indian brands have also seen significant transitions. Tata Group started as a trading company and evolved into a global conglomerate by diversifying into sectors like steel, automobiles, and IT while acquiring brands like Jaguar Land Rover to cement its global presence. Amul, which began as a cooperative to empower farmers, has continuously innovated with its products and marketing strategies, such as the iconic "Amul girl" campaign, maintaining its relevance for decades. Hindustan Unilever (HUL) has adapted its brands like Lifebuoy and Dove to changing consumer needs, while also driving social impact initiatives like Project Shakti, which empowers rural women. Reliance Industries, originally focused on petrochemicals, disrupted the telecommunications market with the launch of Reliance Jio, driving digital transformation in India. Mahindra & Mahindra transitioned from being known for tractors and utility vehicles to a leader in diverse sectors like IT, aerospace, and renewable energy, pushing into the electric vehicle market.

These brands illustrate the necessity of innovation and adaptation. Whether it was through embracing new technologies, pivoting business models, or expanding into new sectors, each of these companies recognized that their past successes would not guarantee their future relevance. Their willingness to reinvent themselves has allowed them to continue thriving in an ever-evolving market.

The role of leaders in driving evolution

I first heard the phrase "What got you here won’t get you there" from my boss, who used it as a kind of baptism mantra. It stuck to me ever since and I curiously asked her if we could put it in the induction manual. Much later, I got my hands on Marshall Goldsmith's book of the same title, and it all clicked into place. This concept is a fundamental truth that applies to both individuals and brands.

Leadership plays a crucial role in this process of evolution. Effective leaders understand that the status quo is never enough. They are constantly looking for ways to improve, to innovate, and to stay ahead of the curve. They foster a culture of curiosity and experimentation, encouraging their teams to challenge assumptions and explore new possibilities.

Change can be difficult, even frightening, for individuals and organizations. Effective leaders provide the vision and support needed to navigate these transitions, helping their teams embrace new ideas and adapt to new realities.

As we look to the future, one thing is certain: the pace of evolution will only accelerate. Technological advancements, from artificial intelligence to quantum computing, are poised to transform industries in ways we can scarcely imagine. The brands and individuals who succeed in this new landscape will be those who are willing to embrace the unknown, take risks, and continually reinvent themselves.

In this context, the mantra "What got you here won’t get you there" takes on even greater significance. It is a reminder that the journey of evolution is never complete. There is always more to learn, more to discover and more to achieve.

References

Here are several academic sources and studies that you can cite to support the ideas presented in the article:

Neuroscience of Innovation and Dopamine:

• Schultz, W. (2016). Dopamine reward prediction error coding. Dialogues in Clinical Neuroscience, 18(1), 23-32.
• Berridge, K. C., & Robinson, T. E. (1998). What is the role of dopamine in reward: Hedonic impact, reward learning, or incentive salience? Brain Research Reviews, 28(3), 309-369.

Human Drive for Continuous Learning and Adaptability:

• Dweck, C. S. (2006). Mindset: The New Psychology of Success. Random House.
• Ericsson, K. A., Prietula, M. J., & Cokely, E. T. (2007). The making of an expert. Harvard Business Review, 85(7/8), 114-121.

Evolution and Innovation in Brands:

• Christensen, C. M., Raynor, M. E., & McDonald, R. (2015). What is disruptive innovation? Harvard Business Review, 93(12), 44-53.
• Teece, D. J. (2010). Business models, business strategy, and innovation. Long Range Planning, 43(2-3), 172-194.

Quantum Physics and Reality:

• Wheeler, J. A., & Zurek, W. H. (1983). Quantum theory and measurement. Princeton University Press.
• Bohr, N. (1928). The quantum postulate and the recent development of atomic theory. Nature, 121(3050), 580-590.

Leadership and Adaptation:

• Heifetz, R. A., & Linsky, M. (2002). Leadership on the line: Staying alive through the dangers of leading. Harvard Business Press.
• Kanter, R. M. (1983). The change masters: Innovation and entrepreneurship in the American corporation. Simon and Schuster.

About BrandRantz: As a cutting-edge research-based platform, BrandRantz aims to bring a fresh perspective to the way marketing is understood and experienced, reshaping consumer perspectives.