The Evolution of Ideas and Business Growth: What We Can Learn from “Brass Monkey”
By: Steve Shockley – NFG Consulting LLC – Feb. 19, 2025
Language, like business, evolves over time—shifting meanings, adapting to new contexts, and taking on unexpected significance. The phrase “It’s cold enough to freeze the balls off a brass monkey” has been around for centuries, and while its origins are debated, its journey through history mirrors how businesses grow, adapt, and reinvent themselves.
Just as this saying has transformed from an old expression to the name of a cocktail and a hit song by the Beastie Boys, successful businesses must also be willing to embrace change, repurpose ideas, and find new ways to stay relevant.
Three Key Business Lessons from the “Brass Monkey” Evolution
- Adaptability is Everything
- The phrase “Brass Monkey” has moved from naval myths to bar menus to hip-hop culture. Similarly, businesses that pivot and find new applications for existing products or services thrive in evolving markets.
- Example: Netflix started as a DVD rental service and transformed into a global streaming powerhouse by recognizing where the industry was heading.
- Cultural Relevance Drives Engagement
- The Beastie Boys didn’t invent the phrase, but they repackaged it for a new audience, making it synonymous with a fun, carefree party vibe.
- Brands that tap into cultural trends can extend their lifespan and reach new demographics.
- Example: Nike has continuously reinvented itself by aligning with pop culture, from Jordan sneakers to collaborations with top artists and athletes.
- Leverage Multiple Revenue Streams
- Just as “Brass Monkey” exists in different contexts (expression, drink, song), businesses that diversify their offerings reduce risk and increase growth potential.
- Example: Amazon started with books, then expanded into e-commerce, cloud computing (AWS), and entertainment (Prime Video).
Final Thought: Reinvention Fuels Longevity
The most successful businesses aren’t rigid—they evolve, repurpose, and stay culturally aware. Whether it’s a saying that takes on new meaning over centuries or a business that transforms itself to meet market demands, the key to long-term success is the ability to adapt, innovate, and resonate with new audiences over time.
So, what’s your “Brass Monkey” moment? Comment Below!
