Robert Plant, master of reinvention 

Brand reinvention sounds like a lofty, even noble concept. But adapting your brand to changing market conditions and customer behaviors is hard. Just ask Blockbuster (dead in the water) or The New York Times (fighting for its future). If you are a company faced with the daunting challenge of brand reinvention, a 66-year-old rock-and-roll singer has a few lessons for you. Robert Plant, once the living symbol of youthful hedonism during his days with Led Zeppelin, has successfully reinvented himself. As his body and voice have aged, his audience has changed, and the music industry has been upended, he is now receiving the best reviews of his career and selling strong as a solo artist. Here is his formula for success:

Human beings are creatures of habit. We like certain foods, we have a morning routine, and we generally like to partake in activities and behaviors that reduce risk and stress. It’s safe, it doesn’t require much thought, and it’s also known as our comfort zone. But if you ask any successful entrepreneur, he/she will tell you that the magic happens when you step outside of your bubble to embrace the unknown.