You must continue innovating your marketing and communication in order to remain in consumers’ hearts and minds. Even if you have attained goodwill with mainstream consumers. Even if you have good press coverage. Even if the language you use to talk about your products is powerful and excellent. You must keep working, digging, asking, developing, improving, examining, moving, tweaking, perfecting, pushing, challenging and impressing…

…Just to maintain your position.

If you stop to admire your accomplishments, you’ll be passed by by others who are doing what you should have been.

Gravity pushes backward. Your force of marketing innovation and execution must overcome the force of gravity.