Lessons from a Bike Saddle

I’ve come to realize that managing the life cycle of a product or brand is similar to riding a bike. It’s about shifting gears appropriately and making adjustments in rough terrain. Let me explain.

Starting your ride    

Start your ride in a comfortable gear. You’re warming up, getting the kinks out, checking to make sure you are ready for what lies ahead.

Uphill

The secret to a successful climb is to keep pedaling. Keep yourself moving forward, in a lower gear, which allows you to pedal faster. You may lose a little speed on each revolution, but you will go further and with greater efficiency. The same is true for your brand. When you launch, you want something that is ready to go. It’s tempting, then, to wait until your growth starts to slow before making any real changes.

You are better off to make smaller tweaks as you grow, using that momentum to grow even more. Roll with the changes, not against them. It is much too difficult to restart up a hill when you are in that higher gear—making one large, sweeping change versus smaller ones along the way.

Plateau

At some point, you’ll reach the peak, and sales will start to plateau. Here’s where you shift gears, again. This time, you are slowing down the pace of change, increasing the efficiency of your investments.

Downhill

When you find your sales in a precipitous decline, just coast. Spend as little as possible. If you have an opportunity to change course and start back up a hill or along another plateau, start pedaling in that direction.

Rough Terrain

There may be times you find yourself going over some rough terrain. It is crucial to remain vigilant, making slight changes quickly so as not to lose your balance or veer too far off course (unless you got off course in the first place).

The real key is to remain in efficient control of what you are doing, not fighting against yourself or overusing resources. Because properly managing a brand is just like riding a bike.

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