Jeff Bezos is another marketing titan who reminds us of this point. In one of his most famous quotes, he contrasts the frequency with which he gets asked "What's going to change in the next 10 years" with the scarcity of how often he's asked "What's not going to change?". His conclusion is simple: "I submit to you that the second question is actually the more important of the two – because you can build a business strategy around things that are stable in time." You can build a brand strategy around them as well.
Obsessing about what is going to change is not only less revealing, it is also more complicated and thus more likely to get you to the wrong answers. According to Bezos, one of the advantages of asking what's not going to change is that it's a far easier question to answer: "When you identify those big ideas that are stable in time, they're usually customer needs. You don't have to do a lot of research. These things are so big and so fundamental – you know it."