alliances to alternative product delivery to maximize market impact and profitability. S Relatetothechangingattitudesandlifestylesofcustomers. S Keep a talented team together for the long run. The Rolling Stones didnt start out as the slick performers or busi- nesspeople they are today, but the band also didnt fall into the trap that squelches the success of many corporate start-ups-waiting for the perfect product before going to market. It often takes experimen- tation, mistakes, and some outright flops to perfect a product, and few would claim that the Stones started with a perfect product. Their earliest recordings were mostly hits of others, surrounded by some blues riffs, because they had little original material at that time. They certainly werent anyones definition of beautiful (far less cute than the Beatles); in fact, they appeared dark and dangerous to the general public. They prove, however, that just because early prototypes may not be perfect or stunning in appeal, doesnt mean an entrepreneur cant make modifications and improvements while in search of the perfect product. Its Only Rock and Roll, But Boo mers Like It Few bands exceed the staying power and commercial success of the Rolling Stones. In part, its talent (quality in the world of commerce),     hard work, vision, planning, and execution, a basic formula that keeps the band rocking decade after decade, similar to the way brands like Coke and Cadillac keep rolling through the generations. And, in part, its timing. The Rolling Stones happened to hit the music scene and become part of the collective life soundtrack of the largest demo- graphic segment of our time-the baby boomers. Teenagers of the 1960s listened, made out, danced, smoked, rebelled, and fantasized to Stones music. It was their puberty music, and it was good enough that the kids continued to sing it, and the band evolved enough that the kids continued to follow it for decades. "When bands connect with fans during their growing-up years, during emotional times, they will feel emotions when they think about them in the future," explains Stephen Swid, founder of Spin magazine. "We want to listen to favorites over and over again because they help us remember." The fact that the band and its music are ingrained in the memories of what many marketers consider to be the most important market segment of the twenty-first century helps explain why the Rolling Stones are a relevant American cultural icon today. But not all in the Stones formula for success is corporate babble- this is, after all, rock and roll, and therefore sex and excess beg to be mentioned. But, bottom line, after 40 years this group continues to