How new ideas catch on (or don't)
Groundbreaking concepts or new ideas frequently encounter broad resistance upon their initial emergence. Why is that, and what can you do to help a new idea catch on?
Kristen French
The article discusses the rejection of new ideas and explores a study conducted by scholars Wayne Johnson and Devon Proudfoot on why transformative ideas often face resistance. Using examples from Shark Tank pitches, Sundance films, and other domains, the study found that the more novel an idea is, the more people disagree about its potential value, leading to perceptions of risk and subsequent resistance.
Johnson emphasizes the subjective nature of judging novelty and value and highlights the challenge of predicting the usefulness of a novel idea. The interview with Johnson includes insights into the relationship between novelty and predictability of usefulness, the impact of cognitive entrenchment on experts, and the importance of creating positive reference points for new ideas.
The findings suggest that disagreement should not deter pursuing innovative ideas, and establishing evaluation criteria can help navigate differing perspectives. The article concludes with advice for those with creative ideas to create positive reference points to enhance acceptance.