book.chapter Perspective #1 – question assumptions

Innovators are often seen as contrarians, individuals who dare to question the established norms and beliefs that have been accepted without challenge for years. This questioning of the status quo is not just a rebellious act; it's a fundamental step towards innovation. Steve Jobs encapsulated this sentiment perfectly when he highlighted the transformative power of realizing that the world around us is not fixed but malleable, subject to change and influence by those bold enough to question and reimagine it. This philosophy was at the heart of Apple's "Think Different" campaign in 1997, which celebrated historical figures like Einstein, Martin Luther King Jr., and Edison, who all dared to challenge the prevailing norms of their times. The concept of orthodoxy, derived from the Greek words for "straight/true" and "belief/opinion," refers to deeply ingrained beliefs about the proper way of doing things. In many organizations, these orthodoxies become so embedded that they are followed unconsciously, stifling creativity and innovation. Breaking free from these fixed patterns requires not madness but a systematic approach to questioning and reevaluating the accepted norms within one's company, industry, or personal mindset. As the founder of Visa pointed out, the challenge lies not in introducing new ideas but in discarding old ones. Challenging orthodoxy not only opens the door to innovation but also provides a competitive edge, especially for newcomers to an industry who are not yet bound by its conventional wisdom. History is replete with examples of individuals and companies that have succeeded by questioning the status quo: Nicolas Hayek redefined watches as fashion accessories, Michael Dell revolutionized the computer industry with direct sales, Southwest Airlines upended the traditional hub model, IKEA made furniture assembly a consumer task, Enterprise Rent-A-Car located its branches away from airports, Netflix introduced online rentals, and Rolls-Royce shifted its focus to service contracts. These examples underscore the importance of rethinking established practices and embracing the potential for change. Innovation also involves recognizing and leveraging trends before they become mainstream. Innovators have the ability to see the future in the present, identifying emerging trends and using them to create new opportunities. This forward-thinking approach allows them to stay ahead of the curve, transforming nascent trends into drivers of industry change. As Martha Graham noted, innovators are not ahead of their time; they are the embodiment of their time, while others lag behind. Understanding the broader context and the potential impact of emerging trends is crucial for creating new value for customers and positioning oneself to capitalize on future developments. In summary, innovation is fueled by a willingness to question orthodoxies and embrace change. By challenging the accepted ways of doing things and staying attuned to emerging trends, individuals and companies can break free from the constraints of conventional wisdom and pave the way for groundbreaking advancements. Whether redefining an industry or simply improving a process, the spirit of contrarianism, coupled with an eye for the future, is essential for driving progress and achieving success.