Physicists define momentum as a body’s mass times its velocity and say that momentum is constant unless acted upon by other forces. Psychologists propose that people do things only to make gains or avoid losses. Think of some relationships: they may not be working but we stay in them hoping things will change. Most businesses develop systems and processes to standardise everything.
"That’s the way it’s done, the way we’ve always done it."
"What other way is there?"
"Just do it!"
It's easy to see how existing thinking develops a momentum of its own.
In life, we tend to keep on doing what we know rather than ask, "How could it work better?" The result is that any rot then becomes embedded in systems and culture – and all the harder to change in the future. Likewise, entire industries gather momentum and continue exactly what they’ve been doing.
I hear of hundreds of new businesses every year where people with new skills and visions create amazing products and services that could have been created from within an existing industry – but weren’t. Why weren’t they? What holds us back? The reason is that physics and psychology actually work together. We continue to do whatever we are doing until the pain of doing that exceeds the pain of moving into a new paradigm. Put more simply, most of us keep doing what we’re doing until it almost kills us.
But outsiders come up with lots of ideas because they have no momentum and haven’t learnt 'it can’t be done'. Because they’re outside, they probably have little to lose and lots to gain, and they’re hungry for change and opportunity. In many cases, they take their ideas to the incumbent gorillas, who turn them away.
Oops. Established thinking argues that we can’t adapt because we have investments in plant, equipment, technology, systems, processes, intellectual property and people that must develop a return. Without these chains, and in desperation, the new kids on the block go and create their own business with youthful energy and adaptive innovation on their side. They become the new competitor while the gorilla sits back, grows more entrenched and then blames the 'competition' for their situation.
This may be why so much adaption and innovation comes from outside an existing business or industry – but it doesn’t have to be this way. In modern times I think that Steve Jobs has said it best with "Stay Hungry, Stay Foolish". Life is incredibly exciting – tomorrow’s champions have not yet been born and they will be hungry for success. Embrace their ideas and help them to succeed with you. Believe that it can be done and that you can do it. New ideas are everywhere.
Current thinking was perfectly designed to achieve only what exists today; the future does not lie in the past. Every day my team is hungry and proud to work with lots of people with great ideas begging for a home. We should all gratefully welcome those new ideas to help us find and create new possibilities. Look outside your own relationships and business and industry, and imagine how someone less experienced than you might foolishly be hungry and see the possibilities for tomorrow.
Change is not always easy. Think different. Succeed.
[Related: More Industry Insider columns]
David Leach is the chief executive of Look Print and a former GASA president
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