Lots of companies don't succeed over time. What do they

"Lots of companies don't succeed over time. What do they fundamentally do wrong? They usually miss the future." – Larry Page.

In this powerful statement, Larry Page addresses the fundamental reason many companies fail: they fail to anticipate the future. Success, in the ever-evolving landscape of business, is not just about addressing present needs but about having the foresight to recognize and respond to what lies ahead. Page’s words remind us that businesses, like any entity, must constantly adapt to the changing tides of time, technology, and consumer needs. If they fail to embrace change or innovate, they become stagnant, irrelevant, and ultimately outpaced by those who are better prepared for the future.

The ancient philosophers often spoke of the need to be aware of the changing nature of the world. Heraclitus, the philosopher of change, famously said, "You cannot step into the same river twice." This highlights the ever-changing nature of existence. In the world of business, much like in the flow of the river, the market is never still. Companies must move with the current, lest they be left behind in stagnation. Page’s quote reflects this ancient wisdom, urging us to recognize that growth comes from a deep understanding of the future, not from resting on the laurels of past successes. The moment a company stops looking ahead, it begins to decline.

Consider the rise and fall of Blockbuster in the early 2000s. Blockbuster, once a dominant force in video rentals, was unable to adapt to the changing landscape of digital streaming. They failed to foresee the rise of companies like Netflix, which embraced the future of streaming over physical rentals. Blockbuster’s inability to innovate and anticipate the future led to its downfall, despite its initial success. Like many great empires and companies of history, Blockbuster missed the wave of technological innovation, and by the time they recognized the shift, it was too late. This is a clear example of missing the future—the very thing Page cautions against.

In contrast, Apple serves as an example of a company that has not only understood the importance of foresight but has built its empire on innovation and anticipating future needs. From the original Macintosh to the iPhone, Apple has consistently redefined technology by understanding the direction in which the world is headed. Steve Jobs, much like Page, always emphasized the importance of vision—seeing what others could not. Apple’s success lies not just in responding to current consumer demands, but in creating those demands by imagining the future and offering products that would change the way people live and work.

The story of Amazon further exemplifies this principle. In the late 1990s, Jeff Bezos saw an opportunity in the world of online retail when few others did. He anticipated a future where e-commerce would revolutionize shopping, and he began building Amazon with that vision in mind. Today, Amazon dominates the market, not simply because it sells products but because it recognized the future of technology, logistics, and retail before anyone else. Bezos, like Page, understood that success is not just about the present—it’s about understanding where the world is heading and positioning oneself accordingly. By anticipating the future, Amazon has not only survived but thrived.

The lesson we learn from Page's words is simple yet profound: we must not be content with the present, no matter how successful it may seem. Whether in business, personal growth, or society, the future is always approaching, and those who fail to anticipate it will be left behind. Just as the ancient civilizations recognized the need to adapt to changing times—whether through military strategy, governance, or innovation—so too must we constantly innovate and evolve. The companies that last are those that are prepared for the future, that embrace change and look for the opportunities that the future holds.

In our own lives, we should ask ourselves: What does the future hold for me, and how can I position myself to thrive in it? Whether in our careers, relationships, or personal development, we must stay open to change and constantly seek new ways to grow and evolve. To miss the future is to ignore the very forces of time and progress that shape our existence. Let us then, like the greatest innovators of history, embrace the unknown and act with foresight, knowing that the future is ours to create. Success comes not from dwelling in the past but from boldly stepping into the future, armed with vision, courage, and readiness.