Might you take the same message into a different medium?

It’s easy for a company to become fixated on the medium in which it first launched – and therefore to fail to see that its message (which is the really valuable bit) could happily and lucratively transfer.

This can happen to artists. Andy Warhol began his career making paintings. His values – an ironic, half-critical, half-loving look at the ephemera of American life – seemed ideally and perhaps exclusively suited to canvas. But with time, Warhol stepped back and came to a richer realisation. His message could as happily exist in a book, a film, some photographs or a magazine.