Consistency vs. Innovation

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Here’s a question founders grapple with at some point in their business;

Should you focus on being consistent, offering a stable, reliable experience, or should you keep changing and improving your products or services to stay ahead?

Your decision will affect your brand, your operations, your customers, and ultimately, your long-term success.

So, what should you do: remain consistent and stable or innovate aggressively? Keep reading to find out.

Consistency in this context means improving gradually without surprising or confusing your customers. Think small updates, familiar experiences, and strong operational systems.

Innovation, on the other hand, means regularly introducing bold changes. That could mean launching new features, products, or entirely new ways of doing business, often with higher risks and rewards.

Both strategies come with pros and cons. The key is understanding which suits your audience, product type, and stage of growth.

How Customers See It:

Customers value brands they can rely on. When a product works well and looks familiar, people feel comfortable returning to it.

• A 2021 survey found that 94% of iPhone users planned to buy another iPhone (SellCell). That level of loyalty comes from trust and a stable experience.

• Amazon, known for fast delivery and a smooth shopping process, was rated the most trusted brand in the U.S. in 2022 (Morning Consult).

When customers know what to expect, they’re more likely to stick around — even if a competitor offers something slightly newer or flashier.

When Customers Want Innovation,

But customers aren’t always satisfied with the same thing forever. In fast-changing industries, people expect fresh ideas and better solutions.

• Netflix moved from DVD rentals to online streaming, then into producing its own shows, keeping pace with what customers wanted.

• TikTok grew to over 1.5 billion users by offering a new, mobile-first way to watch and create videos.

If your customers are early adopters or value being on the cutting edge, they’ll reward companies that keep innovating.

Pros and Cons of Each Strategy

Consistency Works Well For:

• Established industries like finance, insurance, and healthcare

• Business-to-business (B2B) companies, where stability matters

• Subscription models, where customer retention is key.

Example: Coca-Cola has made only small changes over the years. The product stays familiar, and customers love that.

Innovation Works Well For:

• Tech startups breaking into old markets

• Apps and platforms that need to stand out fast

• Industries driven by trends like fashion, AI, or gaming.

Example: Shopify keeps adding new tools to help businesses sell online, and that constant improvement has helped it grow fast.

Do You Really Have to Choose One?

The best companies often do both. They keep the core experience stable while trying new ideas in specific areas.

Amazon is a good example. The shopping experience stays consistent, but the company keeps innovating behind the scenes — using AI for recommendations, drones for delivery, and cloud services (AWS) to power the internet.

Spotify keeps its interface familiar while updating its recommendation engine, adding podcasts, and experimenting with pricing.

This strategy — slow and steady change around a strong core — can offer the best of both worlds.

Five Things Founders Should Consider:

Finding the sweet spot.

✅ Keep your core product consistent so customers feel comfortable.

✅ Innovate slowly and strategically in areas where it adds value.

✅ Test new ideas in small ways before going big.

✅ Only change what improves the experience, not just for the sake of change.

Think of it like how phone software updates work. You still recognize the phone, but it works better and does more each time.