Repainting your house the same color it already was feels like a waste. It's a lot of effort merely to keep things as they are.
But if you don't do it, time and entropy kick in and the house starts to fade.
The same can be said for 1,000 elements of your organization, including your relationships with customers, staff, suppliers and technology. The way you approach your market, the skill you bring to your craft, the culture in your organization—it constantly needs another coat of paint.
Rust never sleeps.
[PS… delighted that I'll be speaking at the upcoming Convertkit event in June in Boise… Hope to see you there.]