It depends.

A freelancer, a brand, a musician–they’re here to serve. If people come to the restaurant for your famous marinara sauce, if new clients hire you to architect your signature style home or they want to dance to your top 40 hit, that’s what you’re here for.

Brands shouldn’t change their logo or their offerings when they get bored. They should do it when their accountant gets bored.

Unless…

Unless you’re an artist who doesn’t want to become a cover band of their former self.

Unless you use the frontier as fuel for creating more value in the long run.

Unless you’re no longer proud of what you used to do.

That hit is a gift from your former self. Like all gifts, you don’t have to accept it.

In addition to sunk costs, there are sunk benefits. Just because an asset belongs to you doesn’t mean you have to use it.