## Your Product Is Never Finished The old model of creating a static, finished product and selling it is dead. In the digital age, everything is a service in a state of perpetual improvement. > "Technological life in the future will be a series of endless upgrades... In this era of 'becoming,' everyone becomes a newbie. Worse, we will be newbies forever. That should keep us humble." Lesson: Design your business around a continuous flow of updates, improvements, and new features. Your revenue model should reflect this -- think subscriptions and services rather than one-time sales. Your customer support and marketing must be geared towards guiding users who are constantly learning. ## Process over Product The most valuable thing you can create is not a single hit product, but a robust process for continuous innovation. The process is what generates long-term, sustainable value. Kelly makes a powerful analogy to science: > “Our greatest invention in the past 200 years was not a particular gadget or tool but the invention of the scientific process itself... Get the ongoing process right and it will keep generating ongoing benefits. In our new era, processes trump products.” **Lesson:** Invest in your systems for gathering feedback, experimenting, and iterating. How quickly can you learn and adapt? The most successful companies will be those with the most effective innovation engines.