There’s something to be said for consistency.

A consistent business is stable, trusted, consumers know what to expect.

But there’s also something special about innovation and how it works to refresh and sometimes reinvent a business.

Nest continued to own the connected home when it launched its fire alarm and CO2 detector, after it rocked the industry with its learning thermostat.

Uber stays relevant by continuing to reinvent its ridesharing options. It started with the black car and then introduced new options — the SUV, the taxi, and uberX.

Then they create new buzz by branching outside their on-demand car service sector by offering on-demand ice cream, adoptable kittens, and Christmas trees.

Twitter started with 140-character updates.

Then it launched photo tweets, short form videos with its Vine app, native video tweets, and most recently, live streaming with its Periscope app.

Square launched with a simple white card reader that enabled anybody to accept credit card payments.

Then it shipped a Register app and interface, an actual register stand, a payment partnership with Starbucks, online invoicing, a Bluetooth-powered mobile ordering app, a quick Cash app for easy peer-to-peer payment, and its latest enhancement — personal commerce sites.

Each company never rested. They continued to develop after their initial success.

When’s the last time you had something special to communicate to your customers?

I’m not talking about the likes of a natural product variation or branching. I’m talking about something truly different, revolutionary, upside-down thinking.

Sometimes even consistent businesses need something revolutionary to stay top of mind.

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