Focus on the Things That Are Not

Jeff Bezos said that in a world where everything is changing focus on the things that are not changing. The only reason why we see something is that the eye is constantly moving. A consumer will take a branded water even in a Swiss restaurant when they're confident that the water coming out of the tap is fresh. That's what people do and if you're a supplier of the kinds of brands that people reach for for kind of a sense of security than then that's not changing.