Companies don't get to be 100 years old without constant periods of transformation and reinvention.

UPS began in 1907 with a teenager who, with a $100 loan, bought a few bicycles and delivered messages. The telephone made this service unnecessary. It then evolved to delivering packages between department stores. It has grown from a US-focused small package delivery company to one of the world’s largest logistics companies with nearly 400,000 employees.

Its Chief Financial Officer Kurt Kuehn, says, “In this environment there was risk and there was opportunity. We had just not looked broad enough to see what happened before and after the package came to us. The opportunity was there. We had to stretch our boundaries and invent the future. So we changed our UPS mission. This was as big an internal message as an external one. We told our employees our charter was to enable global commerce.”

While physical book stores are going out of business, Amazon, that started off as a book seller is now a virtual store of everything from Botox, to massages to auto-detailing services at a discount.

Business leaders must broadly interpret what they do and what their company does to serve the marketplace, whether you are a transformational leader, business development professional or even in your own career or career transition.

Steve Jobs reinvented Apple. He did not see it as purely a computer company. He included the delivery of music, and then all types of content, across mobile devices and completely changed the landscape, creating whole new industries.

Netflix kept relevant by reinventing itself as a producer of shows while Blockbuster and Eastman Kodak are all victims of not being able to see beyond where they started and did not morph with the times.

Netflix nudged Blockbuster off the stage first by challenging the DVD and VCR retail renter with its cheaper DVD-by-mail. Then it made its own original television series using top talent. Academy Award winning actor Kevin Spacy and Oscar winning director David Fincher teamed up for House of Cards series, now in its second season. The American political drama won a Golden Globe award this year.

Companies need to be in the stage of constant innovation and reinvention. Those that snooze, lose. For example, BlackBerry was the standard across corporate America. But it did not see, nor react to, the speed of change around them.

By the end of last year, BlackBerry laid off 4,500 employees, reported a $1 billion quarterly loss and its shares traded at a 52-week low of $5.80. All signs are that the company will go bust this year.

So what about you? In what way can you look at your business more broadly to reinvent a way to expand how to make a difference in your market?