i wanted to share a recent article from the atlantic on why new ideas fail and how experts reject innovation. the essence of the article is that new ideas often fail because people have a bias against the new. because "the brain is hardwired to distrust creativity."

and experts specifically/especially resist change precisely because they are experts, because they know too much and are blinded by that knowledge. so, instead of knowledge turning us into critical thinkers, it may turn us into "over-critical thinkers."

what i thought was most interesting was that the article asks whether this is not just a dilemma for innovators, but for creators (and hence creatives) as well.

so, what's a creative/creator/innovator to do? the article says it might be all about disguising new ideas as *kindanew* ideas: "if people are attracted to the familiar, it’s crucial for creative people to frame their ideas in ways that seem recognizable, predictable, and safe...there is an "optimal newness" for ideas that live somewhere between the fresh and the familiar."

and the article ends with an amazing argument for marketing and design, thankyouverymuch.

"creative people often bristle at the suggestion that they have to stoop to marketing their ideas. it's more pleasant to think that one's brilliance is self-evident and doesn't require the gloss of sales or the theater of marketing. but whether you're an academic, screenwriter, or entrepreneur, the difference between a brilliant new idea with bad marketing and a mediocre idea with excellent marketing can be the difference between success and bankruptcy."

i could not have said it better myself!

more here.

beautiful scramble above by artist jen wink.