> ## Content Index
> Fetch the complete content index at: https://www.philsimon.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# Platforms Evolve—and So Do Planks
- URL: https://www.philsimon.com/platforms-evolve-and-so-do-planks/
- Published: 2011-11-30T12:47:56.000Z
- Updated: 2025-12-30T02:53:35.000Z
- Description: If you don't cannibalize your own business, your competition will do it for you.
- Author: Phil Simon
- Tags: Platforms, Strategy, Frenemies, Google, The Age of the Platform

Check out this fascinating video on the evolution of Google's search engine:

Platforms evolve or they die. Let's not forget that planks can and should as well. Google today wouldn't be Google if it had remained complacent—and pushed the boundaries of search. In the Age of the Platform, complacency is the worst mistake you can make.

## Simon Says

If you don't cannibalize your own business, your competition will do it for you.