Do you know the “sweet trap” of confidence? Many businesses are happy when they reach the 10-year milestone, a round number that symbolizes perseverance. In the 10th year, the business accidentally steps on its own trap. But few people notice that, at this threshold, many companies begin to crack from within, fall behind in the market and… disintegrate in silence.
Not because of weakness, but because of overconfidence. They believe in the model that was successful, believe in the old customer base, believe that if they just “keep doing the same thing” they will survive. And they are wrong. When Confidence Becomes Complacency, the Price Businesses Have to Pay in the 10th Year is Forewarned!
Not because of weakness – but because of not wanting to change – the “sweet trap”
I once worked with a famous manufacturing company, with sales of several hundred billion per year. They entered their 10th year with great momentum, invested in more factories, expanded their team, and expected to double their growth. But just 18 months later, everything turned around.
They didn’t lose because of weak production capacity. Nor because of lack of money or lack of people.
They lost because the market has changed, but they didn’t.
For the past ten years, they have been selling through traditional agents. Meanwhile, the new generation of consumers are buying on TikTok Shop, ordering via livestream, and demanding a completely different experience.
For the past ten years, they have been building their internal strength around “master-knows-all” management, while the world is shifting to data, automation, and empowering the middlemen.
It’s not that they don’t know the new trends. They know, but they don’t change. Because they believe “I’ve been doing it right for 10 years, why should I change?”
Past success is the most dangerous comfort zone
Past success has made many entrepreneurs so confident that they… turn a deaf ear to criticism. They were right, so now no one dares to say they are wrong.
The corporate structure is frozen, decisions are copied year after year. Young people in the company start to withdraw from strategy meetings because they know that new ideas will be stifled by the catchphrase: “It’s always been like this.”
And then… the company doesn’t die loudly. It dies gradually. Orders decrease. Talent leaves quietly. Partners no longer prioritize cooperation.
It all happens quietly, but they all have one thing in common:
No one asks again: Is the path of the past 10 years still suitable for the next 10 years?
The rut kills team spirit
When the company doesn’t change, doesn’t learn new things, doesn’t enter new markets, the remaining people, including the founder, start to feel bored.
No one says it, but everyone sees it: the company still “exists”, but no longer “lives”.
Internal tension is not because of salary, but because of lack of inspiration.
Leaders also gradually lose their fire, because they no longer dream of bigger things.
The founder – who used to be the soul of the strategy – is now busy dealing with… administrative matters.
Don’t Disintegrate in Year 10 – Learn to Dare to Erase the Old Drawings
To move forward beyond the 10-year mark, businesses must learn to face an uncomfortable truth:Mọi chiến thắng đều có hạn sử dụng.
The most important thing to be alert is not when starting a business – but when you are successful, stable, and have “everything in hand”.
At that time, you need to ask yourself:
- Do I still understand my customers correctly?
- Is my current team still suitable for future strategies?
- Is my operating model still optimal if the market fluctuates?
- And myself – am I still learning, listening, and moving?
Conclusion
The 10-year milestone is a proud one – but it shouldn’t be a reason to be complacent.
It’s just the midpoint of a much longer journey.
It’s not the business that survives for 10 years that’s great – it’s the business that dares to change after 10 years that’s real.
