It starts small and you have a ton of energy. You innovate and hustle to get to a comfortable state.
You now settle into business as usual. You fight more to keep the status quo. The formula works, so you just tweak it and keep going.
The longer you run that play hundreds of businesses will come for your market share. You won't have the first mover advantage anymore. You start loosing customers and staff because nobody wants to stick a relic that is just getting by.
If you want to survive and thrive use your resources and focus on the next big thing. The world needs solutions in leaps and bounds not marginal improvements.