As the calendar turns, it is natural to reflect on the shifting tides of business and retail over decades rather than mere months. Companies like Simpson’s (where my father worked), Eaton’s, and Admiral Appliances once defined an era, only to fade away due to a lack of foresight. Vision, or the absence of it, has often shaped the rise and fall of these giants.
Take Mercedes-Benz, a name synonymous with prestige and luxury for much of the last century. Owning one was a mark of accomplishment, with vehicles offering unmatched elegance, exceptional durability, and an unparalleled customer experience. Seeing that iconic emblem on the road conveyed success. Yet, in recent years, this once-exclusive brand has veered off course.
The introduction of lower-priced models bearing the Mercedes logo marked a significant shift. Vehicles priced around $35,000 opened the door to new customers but at a cost far beyond dollars. Long-time owners, accustomed to premium service, now find themselves in crowded waiting rooms with declining amenities. Service departments, overwhelmed by higher-maintenance cars, struggle to keep up. Loaner cars, once a staple, are disappearing, and repair delays have become the norm.
Mercedes is not alone in this pattern. Cadillac, another symbol of luxury, has followed suit. Models like the CT4, available at a fraction of traditional prices, around $36,000, come with compromises in quality and craftsmanship. Admiral Appliances, known for its high-end products, attempted a similar pivot to mass-market appeal but lasted only a few years.
The list of missteps in business history is long. Kodak led the way in digital photography but failed to capitalize on its own innovations. Blockbuster dismissed streaming as a passing trend, only to see itself out of business. Cruise lines, buoyed by projections of record-breaking passenger numbers, faced crippling losses when COVID upended travel. Pan American World Airways, once a leader in aviation, faltered when it shifted focus and was unprepared for economic shocks like the energy crisis.
Some companies, however, stand as exceptions. Brands like BMW, Coca-Cola, and Harley-Davidson have maintained their core identity while adapting carefully. Their success is a testament to balancing progress with integrity. Change can be a powerful force when guided by purpose rather than short-sighted ambition.
The lesson is clear: staying true to your essence matters. The future may hold promise, but the choices made today shape tomorrow. I wish you all a very prosperous and safe New Year.
Jonathan van Bilsen is a television host, award winning photographer, published author, columnist and keynote speaker. Watch his show, ‘The Jonathan van Bilsen Show’, on RogersTV, the Standard Website and YouTube and follow his adventures at photosNtravel.com
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