Sometimes, shoveling sh&t is easier than shoveling caviar. It's the path of least resistance. It makes sense. No one argues with you. It's usually the right thing to do. Who in their right mind would keep the sh&t and shovel the caviar?
But.... what if the best thing for your business, your organization, is to shovel the caviar, not the sh&t? That's crazy!!! You've spent years investing in that rare and unique caviar. It's a valuable niche! Sure, it's harder to get it due to increasing geo-political entanglements, environmental and regulatory constraints and access to product, but it still has a strong profit margin and, you believe, defines your brand. But, whether you admit it or not, the business model has run its course.
Sometimes, you have to shovel the caviar and keep the sh&t. It's been a great ride; be grateful. The costs are sunk - yup, down at the bottom along with the sturgeons, not coming to the top anymore. Time to move on. Time to get out of the office, into the world, see what people need and want, and create something new. It's time to shovel the caviar and keep the sh&t.