Some things just refuse to fade — even when everyone’s screaming “disruption” and “AI is taking over.”
That’s the Lindy Effect at work.
Coined by intellectuals and adopted by business nerds everywhere, the Lindy Effect says:
The longer something has lasted, the longer it’s likely to last.
Translation? If your brand, product, or process has survived time and trend cycles, it’s not just “old” — it’s proven.
Let’s break down what this means in real life.
Why You Should Care (Especially If You Run a Business)
In a world obsessed with shiny new tools and TikTok trends, the Lindy Effect reminds us that:
- Some things work not because they’re trendy, but because they’re timeless
- New doesn’t always mean better
- The old ways might still pay today (and tomorrow)
Think about:
- Cash – still king in many markets, even with fintech everywhere
- Email newsletters – still a goldmine for engagement and conversion
- Word of mouth – the OG of marketing, still stronger than most paid ads
These things refuse to die. Because they’ve been tested, survived, and evolved. That’s Lindy.
How to Use the Lindy Effect in Your Business
Here’s how to apply this ancient but elite concept to your modern hustle:
1. Double Down on What’s Already Working
Not every growth hack is better than good old strategy.
If you’ve had a process, product, or customer approach that’s worked for 3+ years? That’s data. That’s Lindy. Stick with it.
Tweak, sure — but don’t throw it out just because a Gen Z startup told you it’s “giving dated.”
2. Build for Durability, Not Just Virality
If your business is only riding waves — what happens when the wave crashes?
Instead of chasing clout every quarter, build a brand that can:
- Survive multiple economic cycles
- Adapt without losing identity
- Outlive social media trends
Think brands like Coca-Cola, GTBank, and Apple — all evolved, but still recognisable.
3. Use Time as a Test of Quality
Want to know if something is actually valuable? See if it sticks around.
That marketing tactic from 2009 that still pulls leads?
That customer onboarding flow that converts?
That jollof recipe from your grandma that’s still undefeated?
Lindy’d. Don’t fix what isn’t broken.
4. Balance Innovation with Tradition
Being Lindy doesn’t mean being a dinosaur.
It means mixing the old and the new with purpose.
Use WhatsApp automation, sure — but keep customer service as human as ever.
Try TikTok ads — but don’t abandon your high-converting newsletter list.
Modern methods + timeless principles = unstoppable.
📈 Lindy in Action: Examples That Slap
| Lindy Thing | Why It Still Works |
|---|---|
| Word of Mouth Marketing | People trust people more than paid ads |
| Email Marketing | Still has the highest ROI in digital marketing |
| Customer Loyalty Programs | Everyone loves a reward |
| Strong Brand Identity | Fads fade — brand equity compounds |
| Business Networking | Real-life connections still unlock doors |
The Juice: What Lindy Brands Get Right
- They don’t panic when trends change.
- They focus on timeless human behaviors (trust, community, status, value).
- They evolve — but don’t abandon their core.
Stay Lindy, Stay Winning
- Just because it’s old doesn’t mean it’s outdated.
- Some things are “evergreen” for a reason.
- Stop chasing every new shiny thing.
- Stick to what’s proven — then build around it.
