With consistency, it’s easy to go by unchanging.
If we seek change, persistence is much better.
Persistence encourages us to change. It encourages us to show up again and again until we get it right.
Blackberry was consistent. While the world of smartphones changed, they stuck to their guns, producing phones with qwerty keyboards until it put them out of business.
This isn't to say consistency is unimportant—it is—but when consistency means turning our back on change because we're stuck in the mindset of ‘this is how people like us do things around here,' then consistency does nothing but hold us back.
We’re not building a brand for everyone, but we’re building it for someone.