---
title: "Transition on the way up"
description: "A way to extend a brand's relevancy curve by changing everything except its core principles."
canonical: https://tomsharman.com/bookshelf/start-with-yourself/transition-on-the-way-up/
updated: 2026-11-03
---

# Transition on the way up

> A way to extend a brand's relevancy curve by changing everything except its core principles.

Emma Grede's framework, from Start With Yourself, pp. 49 to 237.

Framework 6 of 14 from [Start With Yourself](https://tomsharman.com/bookshelf/start-with-yourself/index.md) by Emma Grede. Category: Personal brand.

## The steps

1. **Know your cycle.** Understand where your business sits on its relevancy curve and when downturns will come.
2. **Obsess over the problem you uniquely solve.** Know what the business stands for and what that allows it to do.
3. **Move as far as your values allow.** Extend into adjacent products or services while staying aligned with core principles.
4. **Keep moving with the culture.** Prepare for what drives the business in eighteen months, not today.

## Where it comes from

From chapter: Part Three: Old Thoughts, pp. 49–237

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/start-with-yourself/transition-on-the-way-up.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/start-with-yourself/transition-on-the-way-up-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/start-with-yourself/transition-on-the-way-up.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/start-with-yourself/transition-on-the-way-up-dark.png