Built to Last: How to Create a Business That Outlives Trends

This morning, I made coffee in my Keurig for the first time in two weeks. My household has returned to the basics of fresh-brewed coffee pots. For us, it feels more legit and tastes fresher — no matter how much less convenient.

Do you know what you would do if your main product or service stopped being a hot commodity?

Keurig entered the market solving a problem for so many busy people: a great cup of coffee quick, easy, and proportioned. There are so many different variables at play today — many of us have slower mornings working from home, others are working from their favorite local coffee shops, others are doing away with coffee altogether or switching to alternatives. While watching the drizzle into my cup this morning, I wondered if more people, like me, see their machines as less useful than they used to.

We are taught to promote how a product or service solves problems today, but the best brands are solving consumers' long-term problems — and looking for new ones to address each day. Why is this so important? The last five years prove that what we need today may not be applicable tomorrow. For example, all the face masks I paid top dollar for online (because they sold out in stores) are currently stuffed in a corner of a drawer I barely open.

There are two types of companies: those that burn bright for a moment and fade just as quickly, and those that become industry titans, standing the test of time. If you're building a business solely based on the latest trend, you may make quick cash, but the longevity of your brand is in jeopardy. On the other hand, companies that are built to last solve problems beyond the moment. They adapt, evolve, and stay true to a core mission that resonates for decades.

So, how do you create standing power?

Trend Chasers vs. Legacy Builders

Trend Chasers: The Fast Burners

These businesses ride the wave of what’s hot right now. They pop up overnight, capitalize on a fleeting opportunity, and often disappear as quickly as they came. Think of fidget spinners—one day, they were everywhere; the next, you couldn’t give them away. The same goes for Clubhouse, the once-buzzing audio app that struggled to maintain relevance as competitors adapted and improved on the concept.

Sure, these businesses can bring in a lot of money quickly, but they lack the foundation to pivot and grow once the trend fades.

Legacy Builders: The Industry Icons

Legacy brands don’t just follow trends; they define industries. They focus on their mission, values, and customers, ensuring they stay relevant for generations. Let’s look at a few brands that have done this exceptionally well:

• Apple: They didn’t just make computers; they built an ecosystem. Apple’s focus on innovation, design, and user experience keeps them ahead, even as technology rapidly changes.

• Nike: More than selling sneakers, Nike sells a lifestyle. Their commitment to innovation, performance, and cultural relevance has made them a permanent fixture in sports and fashion.

• Coca-Cola: While soda consumption trends fluctuate, Coca-Cola continues to thrive by evolving their branding, diversifying their product lines, and connecting emotionally with consumers.

3 Keys to Building a Business That Lasts

1. Solve a Timeless Problem

   • Instead of asking, “What’s trending?” ask, “What problem will people always need solved?” Businesses that focus on core human needs—like health, connection, convenience, or security—stand a greater chance of longevity.

2. Create a Brand, Not Just a Product

   • Products come and go, but brands live on. A strong brand builds trust and loyalty. It’s why Starbucks can charge premium prices for coffee and why Tesla doesn’t need to advertise—people buy into the brand experience.

3. Stay Adaptable, But True to Your Core

   • The best businesses evolve without losing sight of their identity. Netflix started as a DVD rental service, but its core mission—providing entertainment at home—remained the same as they pivoted to streaming and original content.

Trendy businesses might bring in quick wins, but if you want to build something that will outlive market shifts, invest in a brand with purpose, adaptability, and a deep connection with your audience. Because when the trends die down, and the hype fades, only the businesses built to last will remain standing.

So, which one are you building?