The date is the 9th of September 2014. It’s a Tuesday. We’re about to experience in a few short hours the annual Apple event. As we get ready to once again revel in the anticipation, the excitement, and the thrill which has accompanied each of these occasions I think it’s a good time to discuss why or when you might change a good thing. When should you change a good thing?

Apple’s Presentation: A Good Thing?

The good thing I refer to of course is the standard presentation style that Apple uses to deliver its product announcements. I assume most of you (if not all) have seen an Apple product announcement at one time or another. In case you haven’t here’s a few samples.

or you can watch other videos like the iPhone 5c; or the MacBook Pro.

Yep, there’s some definite similarities. In fact you might see a very distinct pattern and wonder if that level of repetition is a good thing or if it’s time for a change. Regardless of your belief of Apple’s particular product announcements, here are 4 quick tips to consider when thinking of change.

1. Repetition can be overdone

As you can see from the above videos there is an opportunity for competitors and other market leaders to capitalize on the repetition by mocking the similarities between videos. Here are a couple of the most humorous.

Ikea Ad


Somersby Cider

Yes, repetition can be overdone and can be dangerous (if you’re not the size of Apple) and even when you are the world’s most valuable business. Be careful that your repetition doesn’t leave you vulnerable to your competition.

2. Innovation requires change

Innovation usually takes the form of new products, new ideas, or something revolutionary to an existing market. These innovations come in the form of a change to an existing status quo. The best way to help innovation is to encourage change. When you don’t encourage change you stifle the possibilities for innovation.

Yes, I realize we watch those Apple videos and each is announcing an “innovative” and “revolutionary” product. But innovation covers more than just the product. Innovation must also occur in the marketing message and in the sales strategies. When you innovate be sure you innovate everywhere.

3. Stagnation means death

Stagnation is the third thing to consider when trying to determine if change is necessary or need. If you’re not moving, you’re drowning. It’s a popular expression and one which frequently means if you’re not changing and improving then you’re business is destined to fail. While there is absolutely something to be said for consistency and for remaining stable this does not mean you cannot continue to improve your product. You should always be looking for ways to improve and grow because as my last point suggests…

4. Nothing is perfect

That’s right. Nothing is perfect. There is always room for improvement and change. Everything created, no matter how wonderful, how innovative, or how revolutionary the product might be. You must always be looking for what will make your product, your idea, or your business better. Don’t lose sight of your vision or the reasons you are in business. If you have not achieved those goals then your vision compels you to continue improving your product. This improvement requires changes. Don’t become lazy or accept mediocrity in your business.


Change can be difficult, there’s on doubt about that fact. There is an element of fear involved in change. Don’t be afraid of change. Also equally important is be sure you know when and why to change. Consider that repetition can be overdone, innovation requires change, stagnation means death, and nothing is perfect. I hope those 4 quick points are helpful as you consider Apple’s grand announcements today. Enjoy the presentation, appreciate the experience, and learn from the best (whether it be a good or a bad example).