For decades, many companies have followed a strategy known as planned obsolescence, designing products with a limited lifespan to encourage frequent replacements. This approach has fueled economic growth but also led to increased waste, environmental damage, and consumer dissatisfaction. In contrast, the Projects That Grow (PTG) approach is gaining momentum as a more sustainable and consumer-friendly alternative.
A PTG is a product, service, or business model designed to evolve over time, continuously improving to adapt to customer needs and market changes. While this concept is common in software and digital platforms, it is not exclusive to technology. PTGs exist in industries like education, healthcare, finance, and even retail, where businesses that prioritize ongoing value creation build lasting customer relationships.
For example, a fitness center operating under a PTG approach wouldn’t just offer static memberships; it would continuously introduce new training programs, evolving equipment, and digital integrations to keep members engaged. Similarly, a restaurant using a PTG model might adapt its menu based on seasonal ingredients, customer preferences, or nutritional trends, ensuring a dynamic and evolving experience rather than relying on a fixed offering.
A great example of PTG is a Progressive Web App (PWA) in the SaaS industry. Imagine a digital journal and task planner that begins as a simple journal, later evolving into a task tracker and then a thematic planner for organizing and scheduling tasks. Over time, it adds drag-and-drop functionality, export/import options, and integrations with other apps. Thanks to a subscription model, users gain continuous improvements without costly upgrades.
The Benefits of PTG:
- Sustainability – Reduces electronic and software waste.
- Cost-Efficiency – Saves users money by extending product lifespans.
- Customer Loyalty – Builds long-term trust by prioritizing user needs.
- Innovation – Encourages continuous improvement instead of forced obsolescence.
One of the key aspects of PTG is that it shifts the business model from isolated transactions to long-term partnerships. Instead of customers making one-time purchases and being left behind with outdated versions, they become ongoing participants in a constantly improving service. Through a reduced periodic fee, users gain access to a suite of evolving functionalities that would otherwise be expensive to develop or maintain individually. This model benefits both businesses and users: companies secure a stable revenue stream that fuels continuous innovation, while customers enjoy an ever-evolving product without high upgrade costs.
Summing-up: Planned obsolescence is gradually losing relevance in favor of more sustainable and user-centric approaches. Projects That Grow embrace long-term customer relationships, ensuring that products and services improve over time while remaining accessible and adaptable. Whether in technology, fitness, education, or retail, businesses that adopt PTG strategies are more likely to foster customer loyalty, drive innovation, and secure long-term success.
