What We Can Learn from Companies with Over a Century of Success

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Imagine a business that started before cars filled the streets, before phones fit in our pockets, and long before online shopping was a thing. Many of these companies have seen it all. They’ve weathered world wars, economic downturns, and the rise of digital everything. Yet, here they are—still thriving. What’s their secret? Let’s take a deep dive into the lessons we can learn from companies that have stayed in the game for over 100 years. Spoiler alert: It’s not all luck.

Lesson 1: Embrace Change, but Hold On to What Works 

The world changes fast. Technology evolves, customer tastes shift, and trends come and go. Yet, century-old companies know how to keep pace without losing their core identity. Take Coca-Cola, founded in 1886. It has tweaked its formula, introduced new products, and even moved from soda fountains to vending machines and apps. But it never lost its iconic taste and branding. That red and white logo? It’s as timeless as ever.

Then there’s Ford. This automobile giant didn’t just build cars; it built an industry. When electric vehicles became the new cool kid on the block, Ford didn’t panic. It jumped in with models like the Mustang Mach-E. But the heart of Ford—solid cars built for the average Joe—remained unchanged. The lesson here? Adapt, but don’t lose sight of what makes you, you. Evolution doesn’t have to mean forgetting your roots.

Lesson 2: Quality Over Quantity (And a Little Bit of Nostalgia) 

Quality is king. Ask any brand that has lasted over a century. Customers remember what tastes good, feels right, or just plain works. Think of companies like Levi Strauss & Co. They’ve been stitching together their signature blue jeans since the 1800s. In a world obsessed with fast fashion, Levi’s stands out by sticking to what they do best: high-quality, durable denim.

People appreciate products that deliver every time. They come back for more because they know they can count on you. That’s why brands like Rolex and Harley-Davidson have a loyal fan base. Sure, their products come with a hefty price tag. But customers know they’re paying for craftsmanship that’ll last. And sometimes, a bit of nostalgia keeps them coming back too. Who doesn’t love wearing that classic Levi’s jacket that their parents might’ve worn back in the day?

Lesson 3: Diversify or Die—But Stay True to Yourself 

Diversification can be a lifesaver. When your core market takes a hit, it’s helpful to have other avenues bringing in revenue. Think of it as not putting all your eggs in one basket. Nestlé started with milk-based baby food in 1867. Fast forward to today, and it’s a global food and beverage powerhouse. From chocolates to pet food, Nestlé has a hand in a little bit of everything.

But they didn’t abandon their original mission of providing nutritious options. They evolved to meet changing dietary trends, like launching plant-based alternatives. By diversifying, they ensured that a slump in one product line wouldn’t bring down the whole ship. The takeaway? Keep exploring new opportunities, but don’t stray too far from your core strengths.

Lesson 4: Economic Storms Don’t Have to Sink the Ship 

Recession. Depression. Inflation. Century-old companies have seen it all. What sets them apart is their ability to navigate these storms. During the Great Depression, many businesses shuttered. But Kellogg’s, the breakfast cereal brand, doubled down on advertising while their competitors cut back. As a result, when the economy bounced back, they were the go-to choice for breakfast. That investment paid off.

Surviving economic downturns isn’t just about having deep pockets. It’s about making smart decisions. Ford, for example, managed to avoid bankruptcy during the 2008 financial crisis by securing a hefty line of credit before the storm hit. They stayed lean and avoided unnecessary risks. When things settled down, they emerged stronger while some rivals struggled.

Lesson 5: Listen to Your Customers (And Actually Respond) 

Let’s face it: Customers can be fickle. But if you pay attention, they’ll tell you exactly what they want. Successful companies listen closely and adjust accordingly. Take LEGO. Founded in the 1930s, they nearly went bankrupt in the early 2000s. Kids had moved on to video games, leaving their beloved bricks behind. So, LEGO didn’t just sit there and hope for a miracle. They revamped their designs, launched movie tie-ins, and embraced the digital world with video games and online content.

And look at them now—more popular than ever. It’s a simple formula, really: Give the people what they want. But it’s easier said than done. Businesses that endure over a century understand that keeping an ear to the ground is the key to staying relevant. They don’t just assume they know best—they ask, they listen, and they adapt.

Lesson 6: Consistency Creates Trust, Trust Creates Longevity 

Trust isn’t built overnight. It’s earned, little by little, with every positive experience a customer has with your brand. Johnson & Johnson, founded in 1886, built its reputation by delivering reliable healthcare products. Even when they faced major challenges—like product recalls—they handled them with transparency. They took responsibility and rebuilt trust.

It’s no surprise they’ve stayed relevant for so long. People like to buy from brands they trust, especially when they’re spending their hard-earned money. Think about how you keep going back to that one café that never messes up your order. Consistency creates trust, and trust keeps customers loyal for life.

Lesson 7: Stay True to Your Values, Even When It’s Hard 

In today’s world, consumers care about more than just products—they care about values. A company’s stance on social and environmental issues matters. Patagonia is a great example, even though they’re not yet 100 years old (founded in 1973, they’re close!). They’ve stayed committed to environmental responsibility, even when it meant making tough choices. Customers notice that kind of dedication.

Older brands like Marks & Spencer have also adapted to modern values. M&S, founded in 1884, shifted towards sustainable sourcing and reducing waste. The result? Customers feel good about buying from them. Sticking to your values can be a challenge, especially when profit margins are tight. But in the long run, integrity pays off.

Conclusion: Lessons Worth Bottling Up 

Companies that have been around for over a century aren’t just lucky—they’re resilient, adaptable, and consistent. They know when to pivot, when to hold steady, and how to keep customers coming back for more. They’re a treasure trove of lessons for today’s business owners.

Whether you’re running a small online shop or dreaming big, these timeless tips can help guide your path. Adapt without losing your identity. Prioritize quality. Listen to your customers. Diversify wisely. And above all, build trust with every step. These are the secrets that have kept giants like Coca-Cola, Ford, and yes, even Waitrose Ltd., in the game for over 100 years.