How To Build a Business That Lasts
On a cool June evening back in 2015, I found myself in line at a random milk bar in Melbourne's northern suburbs, waiting with a hundred other people.
What were we all there for?
Soft, pillowy donuts stuffed to the brim with warm, gooey Nutella.
This wasn’t just any dessert—it was the stuff of social media dreams. Within a few weeks, Jimmy’s Place, a humble milk bar in Fawkner, had gone from selling a handful of Nutella donuts to slinging over 1,000 a day, thanks to a viral Facebook post.
People were sending couriers across town, calling ahead, and even requesting frozen shipments across continents. It was, as they say, a full-blown frenzy. Soon, Nutella donuts weren’t just a rare treat—they were everywhere.
And now? You can pick up a pre-packed Nutella donut at just about any supermarket.
It’s a classic example of a trend that skyrockets fast, burns bright, and eventually fizzles out. It’s the same story we’ve seen with countless other niche products, from freakshakes to cronut hybrids to viral “mindful” water bottles. And while some of these trendy niches make a quick buck, they rarely build a business with staying power. For that, you need a foundation that isn’t just about what’s hot right now, but what will still matter in the years to come.
Why Trend-Based Businesses Don’t Last
When you build a business around a viral trend, you’re riding a very short wave. Just like Melbourne’s Nutella donut craze or TikTok’s “very demure, very mindful” blip, these trends capture attention fast, but they’re at the mercy of the next big thing. If your business relies solely on that hype, you’re setting yourself up for a steep fall when the fad dies down.
What Lasting Businesses Get Right
The businesses that stick around—the ones that are still relevant years after their first viral moment—are the ones that build with purpose. They’re not chasing hype; they’re rooted in a mission that runs deeper than “what’s hot right now.” Think of them as the tortoises in a world of hares. They’re not flashy, but they’re built to last.
Take a brand like Patagonia, for instance. It’s not relying on fads to keep people interested. Instead, it’s anchored in a commitment to environmental sustainability, quality, and the outdoorsy lifestyle. Those values keep Patagonia relevant and adaptable, no matter the trend of the season. When you have a foundation that strong, your business can flex with the times without losing itself.
Another local example I love to look at is Brooki Bakehouse.
Brooki Bakehouse took a simple idea—delicious cookies delivered straight to your door—and turned it into a serious business. Founder Brooke Bellamy started with mail-order cookies, and now Brooki is a go-to for all kinds of treats, from cookies to cakes, all across Australia. It’s more than just sweets; Brooki’s all about helping people celebrate life’s big (and small) moments with incredible treats that show up right when you need them. This isn’t just a trend—it’s a brand that’s found its sweet spot and keeps growing. Also, Brooke absolutely kills the TikTok game with her daily bakery-blogs.
How to Build a Business That Can Bend, Not Break
If you want to create something that lasts, you need to think beyond the trend and ask yourself:
What value are we bringing to the table that’s going to matter five, ten, or twenty years from now?
Here are a few ways to get started:
Know Your Mission Inside Out
A clear mission keeps your business on track through every trend and market shift. Are you here to solve a problem? Bring joy to people? Make something simpler or more enjoyable? Whatever your mission is, make it the foundation of everything you do. Trends can come and go, but your mission is the core that keeps your brand grounded.
Invest in Brand, Not Just Product
A strong brand isn’t tied to a single product—it’s about the experience and emotions your brand creates for people. If you’re building a bakery, for example, don’t just be “the Nutella donut place.” Be the place people come to for a unique, quality experience. Your brand should be the thing that keeps people coming back, even when the hype dies down.
Adapt to What Your Audience Actually Needs
Trends are about what’s popular now, but a great business anticipates what people need, even if it’s not the flashiest choice. Keep an eye on your customers’ evolving preferences and behaviours. Consumer tastes change, but businesses with a finger on the pulse of their audience’s real needs can flex and adapt without completely overhauling their brand.
Stay Flexible with Offerings
Having a solid foundation doesn’t mean you have to be rigid. In fact, some of the best long-lasting businesses are constantly evolving. You can play with trends—offering seasonal flavours, limited editions, or even some “very demure, very mindful” inspired products—without making them the backbone of your business. Think of trends as the garnish, not the main course.
Build Relationships, Not Just Transactions
If your business relies on quick sales rather than long-term loyalty, you’re going to struggle as soon as the next big thing rolls around. The businesses that last are the ones that foster relationships. Get to know your customers, show them that you’re listening, and keep adding value. A loyal customer base is more valuable than a million one-time buyers.
The Difference Between Riding a Trend and Riding it Out
Look, trends are fun. They’re exciting, and they can bring in quick wins. But if you want your business to survive beyond the next social media craze, you’ve got to dig deeper.
Businesses that last don’t just ride trends—they ride them out. They lean into what’s meaningful, flexible, and lasting, adapting without losing sight of who they are. It’s why you’ll still see brands like Nike or Apple around, even as they evolve with new products and changing consumer expectations. These brands have a core identity that goes beyond a single trend, and that’s what keeps them relevant year after year (even though Apple may be starting to waiver IMO).
Building a Business That’s Here to Stay Slay
At the end of the day, trends are a great way to add a little spice, but they shouldn’t be the entire recipe. If you’re serious about building something that lasts, focus on a foundation that’s built to weather any fad. Know what you stand for, invest in your brand, and keep an ear out for what your customers actually need. When you have these elements in place, you can play with trends without letting them define you.
The goal? To be the business that’s still standing tall long after Nutella donuts have hit the supermarket shelves and the “demure” memes have faded into internet history. Because, ultimately, longevity isn’t about chasing trends—it’s about creating a brand that’s strong enough to stay relevant, no matter what’s on the For You page.
P.S need help building a brand voice? We got you 😉
