Survivor Shifters tend to re-examine their models and strategies pretty frequently, to make sure they're still resonating with their respective marketplaces. They don't necessarily destroy an entire way of doing something if it has stopped working, though they might, if necessary. First, they're apt to change little things to see if they get any results. If they don't, they change bigger and bigger things, until they get some positive feedback.

You have to give Survivor Shifters credit. Why? Because I believe it's human nature to get into a groove and stay there. People like routines because they lend order and shape to one's life. So, it's understandable that most people don't like to tamper with their configurations. But there comes a point in time when it becomes dangerous not to do so.

The definition of a crazy person is one who keeps doing the same thing and expects different results. Others call this GIGO (Garbage In, Garbage Out). In other words, whether you're a company or individual, you have to change the input in order to get a different outcome.

Web Digest For Marketers was the first marketing newsletter on the Internet. It was started in April 1995. That doesn't give it license to go on forever. What makes its heritage impressive is that it has kept its vitality over the years.

I find a major change or two is needed to reinvigorate the newsletter every year. Last year WDFM went HTML. The year before that I started the "FYI from Web Digest For Marketers," whereby I send out messages once a week in a stand-alone email on behalf of advertisers, with the permission of the subscribers. That move insured the economic stability of WDFM, put high-value offers in front of you, the reader, and delivered extraordinary click-through rates for the advertisers.

Two years ago we started featuring Special Focus Issues, in which we concentrated on a single topic such as Search Engine Marketing, Email Marketing, CRM or Link Popularity. They're a huge hit. In fact, the Special Focus Issues are now our most popular issues.

Three years ago, the big change was moving from a fortnightly to a weekly publishing schedule. The point is, the WDFM brand remains constant, but changes at pivotal times and for the right reasons. If it didn't make those changes, it probably would have withered on the vine long ago.

What about you? Do you challenge yourself to get out of your comfort zone? Do you re-examine your beliefs? Sometimes the most intense beliefs are exactly what prevents you from opening your mind up to new possibilities.

One of my gurus, Mac Ross, advises to ask yourself uncomfortable and challenging questions. Say "I know that's not possible, but if it were possible, what would it look like?" Try this. It's exciting when you open up to it. It's also uncomfortable at times, but necessary. It may also be the difference between hanging on for dear life and boldly exploring new and exciting possibilities. In other words, lead.