What business are you in? The way you answer that question will determine the long term success of your brand. If you answered that question by naming the product you sell, it is critical to expand that view of your business. Instead of focusing on your product, focus on your customers' needs. Whatever product you offer, you are really in the business of fulfilling certain needs. If necessary, shift your focus to meet these needs even if that means abandoning your product. In fact, if you focus on only the product, you are bound to become obsolete.