It took me a while to work this out (a while where I was doing a LOT more work that I needed to) but that's just how it goes when you're a creative type and you like to create...
Every time I had a new event, or planned a new launch, I literally did just that–came up with something new. BRAND NEW. Hands up I did over and over for a while until I realised it was the greatest hits that everyone wanted...
Let me use a rockstar analogy (I like to pretend!)
When you go and see your favourite band live, be honest, when they open with the announcement "We're going to playing all the songs from our new album tonight" your heart sinks a bit. You don't mind a couple of new songs, but what you really came to hear are the ones you've got in a playlist on repeat on iTunes... the ones you know ALL the words to (and the harmonies **coughs maybe that's just me**). You want to sing/dance/air guitar your heart out to the songs you know. THAT'S WHY YOU BOUGHT THE TICKET.
Same goes for your Thing. Don't think once you've nailed it you need to reinvent it every 5 minutes. Of course evolve it–add a new song here or there (in Thing terms that's usually a story or extra service). But don't change everything. Your Thing is your Thing and we want your Thing just the way it is. It's a brilliant Thing, it works, it gets results, so stick it on repeat.
I still worry that when someone books to come to my event more than once they will be disappointed as most of the content is 'the same'–which it is. That said, every time I 'perform' it's always different–different people in the room, different questions, different analogies (I have a head FULL of them). So even though I might be doing my greatest hits, they always sound different to each person there, and that's what they came for.
Once you have your Thing down, keep it consistent. When you do something over and over you get better at it (it's just how it goes) AND you get known for that Thing (not 10 Things that you keep changing).
Add in the odd new song now and then as you evolve as a Thing artist, but keep on belting out the greatest hits as that's what your fans want to hear!
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