When you’re naked what do you want?

A hungry person wants food.

A naked person wants clothes.

A homeless person wants shelter.

2020 brought a lot of changes. And despite our best hopes, it looks like 2021 will keep rolling with the topsy-turvy trend.

So as a small business owner, which basket do you put your eggs in? How do you plan for the future in this environment? When the sands are all shifting where do you walk?

“I very frequently get the question: ‘What’s going to change in the next 10 years?’ And that is a very interesting question; it’s a very common one. I almost never get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that that second question is actually the more important of the two — because you can build a business strategy around the things that are stable in time.” ― Jeff Bezos

A naked person wants clothes.

You can take that to the bank.

You can build a whole business around that fact.

So, if you’re looking down the 2021 road with uncertainty, take a moment and look back. For the business that you’re in, what have people always wanted?

There. That’s where you start. That’s the basket that’ll carry your eggs.

Now cast your gaze ahead. Once you see what you need from the past don’t linger.

Your future lies ahead of you.

Next week we’ll talk about how to take the constants of your category and profitably innovate.

 – Zac Smith, VC