Constant change is the fabric of Human nature, its cycles are becoming shorter every day through digital and steady envelopment of the immersive age (no, it's still not here yet). To keep up, you should be in a state of constant flux - this means business and improvement is an iterative process, and it's never perfect. Positive manifestations could be that your website needs to work harder to generate an increased level of sales; you need help to scale up media spend but need a cost-effective plan; or you realise you need to increase the wit of your marketing team with the ambition to improve your online customer experience and brand perception. Maybe you need a new benchmark to obtain the next level of success? Logically, brands and value propositions need iterative rebalancing and rejuvenation to survive the present and future - nothing is static. Things may even be going the other way for you and you may even need to transform, this road does not have to be lonely, but you need unwavering ambition. Remember, every change makes an impact - It's the force of reality.