Harvard Business Publishing analyzes the surge in the value of Britannica’s brand over the last year, as it leapt ahead of Nike, Virgin Atlantic, and Sony. Not bad for a company whose demise has been predicted for years.
Britannica knew its purpose, and that purpose is what brought perspective on how to innovate; and not simply to survive, but to thrive.
So if some expert is predicting the death of your product or service, think hard about your purpose. Perhaps this perspective will help you find a way to differentiate yourself and continue to succeed.