Customer behaivor and dynamics are rapidly changing.
Some companies are very succesful due to timing and not always because of solid succesful planning.
No matter what - you can always help yourself improving your company,- or your own personal result by frequent validation of your results.. up against your current business model. IF your performance is getting weaker over time, ask yourself why? Adjust to where it makes sense, or seek advise to adjust your business model.
And best BEFORE its too late.