"يجب على الشركة ألا تدمن على كونها لامعة، لأن اللمعان لا يدوم."

The heart of this idea is that businesses should avoid obsessing over trends or flashy appearances because these things are fleeting. It's about focusing on substance and longevity, rather than getting caught up in the temporary allure of what's currently popular or eye-catching.

This thought might have popped up in discussions about business longevity and sustainability—perhaps during a meeting where a company was considering a major marketing overhaul to chase the latest trend. Think about the dot-com bubble in the late 90s, when companies were throwing around cash to look cutting-edge on the internet without solid business models. Many of those "shiny" companies didn't last.

Let's paint a picture: Remember when fidget spinners were all the rage? It seemed like overnight, these little gadgets were everywhere. Companies that jumped on the bandwagon, producing or selling fidget spinners, probably enjoyed a brief surge in sales. But how many of those companies still thrive today because of those spinners? Not many. The trend was shiny—everybody wanted one—but it didn't last.

So, how can you apply this wisdom? Focus on building products, services, and a company culture that have enduring value. It’s about creating something that people will need and love for years, not just until the next shiny thing comes along. It’s about being reliable and genuinely useful. Sure, keep an eye on trends and be willing to innovate, but don’t let your core mission get sidetracked by the latest craze.

Imagine this: You've got a friend, Sarah, who runs a small bakery. For a while, she was tempted to turn her business into a unicorn-themed bakery because unicorn cakes were all over Instagram. Instead, she decided to stick to what she’s best at—making the most delicious, classic pastries in town. She continued to innovate within her expertise, perhaps introducing new flavors or healthier options, but she didn't overhaul her entire brand just to be trendy. Customers come back to Sarah's bakery because they know they’re getting quality every single time. Her reputation for great pastries is her lasting shine.

Sarah's story shows us that while trends can offer a boost, they shouldn't be the foundation of your business strategy. Build on what you do best, and let that be your lasting appeal. You can still have fun and experiment, but always keep an eye on what makes you unique and valuable in a sustainable way.

In the end, it's about playing the long game. Focus on what truly matters and what will continue to matter, even when the next shiny thing comes along. Think of it like relationships—those that last aren't the ones built on superficial charm but on genuine, deep connections. Businesses are no different.