Like everything else, companies have life cycles, too. First they are born; then they grow, change, expand, and with age, adapt and retarget themselves over time. If they do not, they risk stagnation, or even a dwindling away, or being consumed by another company. The potential problem in this natural evolution is that companies often get ahead of their customers and enter new markets or design new offers that are beyond what they have been known for in the past. This creates a gap with customers because the customer base is slower or more reticent to evolve.
Take the case of Google. Rapid growth triggered a multitude of products, acquisitions and partnerships beyond Google's core search engine capacity, most notably toward communications hardware. While Google has been successful in bringing a host of other companies to market, it keeps being pulled back into "search" because this is where customers see Google's proper place, and this is where they feel the most comfortable.
Customers are likely to perceive a company the way they did when they first engaged with it, regardless of the evolutions that have taken place within that company over time. Ultimately, unless that company is actively engaged with its customers, its customers are likely to become disenchanted and even destabilized because the company is no longer what they thought it was.
Actionable messaging is essential in securing and maintaining a company's customer base. It also allows a company to maintain contact with its customer base even as, and especially when, it evolves. Actionable messaging is the tool to use throughout a company's life cycle to enable customers to see you as you are, as you truly are, and not as you used to be. It's goal is to make sure that a company does not get too far ahead of its customers. If it does, it risks alienating them and at the very worst, causing them to withdraw their business and take it elsewhere.