While there is no such thing as a perfectly and continuously satisfied consumer, there is such a thing as an infatuated consumer. As with personal relationships, infatuation occurs when consumers first come into contact with a product or a service that deeply resonates with them. Consequently, they become temporarily blinded by any shortcomings or possible defects and are in a trance of positive affiliation.

Continuous innovation is both necessary and exhilarating, and we all possess the inner capacity for it. Our capacity has simply been buried and lays dormant within us. As children, our imagination knew no boundaries. We would grab a slingshot and be instantly transformed into a warrior, a spy, a huntress, or protector of treasure. But as we grew older, our intellectual comfort zone shifted from that of continuous exploration and inquisitiveness to that of conformity with accepted norms of perception. All is not lost, however. We just need the right framework to re-engage our youthful creativity and re-imagine boundaries:

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Did you know that the process of coming up with a scenario that tests people’s basic assumptions and reality frontiers is in itself therapeutic? It helps to keep your mind sharp in recognizing artificial mental boundaries around you, the ones ripe for overstepping.

Very few companies have cultivated such a strong and successful brand image as Harley-Davidson has. One that has created a whole lifestyle essence. But recently the company announced plans for a roadshow to introduce a line of electric motorcycles, which seems to go counter to its iconic brand image. Is this suicide or smart strategy?

The key to successful strategy is staying relevant. Any company that stops re-imagining boundaries runs the danger of becoming obsolete.  For Harley, its core followers are within the finite group of middle-aged men. In order to expand its relevance to new audiences, the company is venturing outside its current boundaries and looking to attract women and environment-conscious riders.  Importantly, Harley is doing this in a way mindful of guarding its brand image and not upsetting its current core followers.

I am pleased to be speaking this year at Forum One, the biggest business and leadership event in Central Europe. It will take place on October 23 – 24, at the Siemens Arena in Vilnius, Lithuania.

I will be sharing the stage with such luminaries as Seth Godin, Ken Schmidt and Jaan Tallinn, in front of an audience of 5,000. I will be speaking about re-imagining boundaries and creating continuous blue ocean market spaces. It promises to be a high-energy and impactful event, so send me a note if you plan to attend.