After years of 'legal education,' mainstream shift seems to have become consensus. After all, declining sales are already a fact, and manufacturers no longer expect growth. The more a company is the industry leader, the more it knows that industry decline means leader decline. Sales decline, yet profits must grow. This is the challenge companies face. The solution is 'mainstream shift'—creating new mainstream products, i.e., upgrading products, and responding to total volume decline with structural adjustment. Agreeing with mainstream shift is one thing, but actually doing it is not smooth. Products have changed, but have marketing tactics changed? Mainstream shift cannot rely on old tactics Let me give a few examples of unsuccessful mainstream shifts.