The Book of Life

What explains this difference? The main reason is that the other companies had no history. They introduced one variety of cornflakes under a brand name, but when it failed, they quickly replaced it with another or abandoned the product altogether to try something else. In contrast, the two successful companies mentioned above have a 20year history behind their product. For two decades, they have consistently produced the same type of cornflakes. This long history has made their product familiar and trusted in the eyes of the public. When someone wants cornflakes, the brand name is already in their mind, and they go to the market and buy what they know. This is the true secret of business success. Consistency is an essential condition in business. If you keep starting and abandoning ventures, you will never succeed. But if you start a business and remain steadfast—refusing to quit despite difficulties—then after “20 years,” you will inevitably reach the next stage of success. ACTION, NOT REACTION T he American company IBM was so advanced in the field of computers that it was called a “computer giant.” A few years ago, its executives mocked Japanese computer manufacturers by saying: