I think there are things that are what they are and should adjust prices down. Something like a Dr Seuss book doesn't need gold leaf on the page to hold its price steady.
Discussion
Commodities too. But I would expect the copper producer to produce more and at lower cost to make more bitcoin year over year thus proving they aren't a shitcoin.
So yeah, I think there's 2 way not to be a shitcoin. Either your product go up in value or your company go up in value by earning more bitcoin despite deflation.