The drawbacks: For a well-established brand, substantially changing the product can scare away loyal customers, so survival can depend upon reaching out to both old and new potential buyers.
Burger King, for example, might have to send two messages, says Lind: "We still have the Whopper, but for those of you who left us or who drive to another fast food outlet, consider us now because we have some other things."
Less obvious is that it can scare away loyal employees. A bevy of new ideas, especially from a new leader, can make workers resentful. "You don't want to say to them, 'You've been doing everything wrong, and I'm the woman who's here to tell you to do it right," says Lind.