Overview
In a world of constant flux, some things remain remarkably stable. These are often fundamental human needs or behaviors. Identify these constants and build solutions around them. Amazon's Jeff Bezos famously said customers will always want lower prices and faster delivery. By focusing on these unchanging desires, you can create enduring value even as technologies and trends evolve.
Company examples
- Amazon - Jeff Bezos famously built Amazon around the simple observation that consumers would always want products cheaper and faster
- Instacart - Created grocery delivery service based on constant need for food and convenience
- Peloton - Developed at-home fitness equipment to serve ongoing desire for health and community
Questions to consider
- What fundamental human needs or behaviors will remain constant in 10 years?
- How can we build something to serve that?
How to cite
Faster Than Normal. “Focus on what won't change Framework.” fasterthannormal.co/business-frameworks/focus-on-what-wont-change. Accessed 2026.