Build for Tomorrow

Key idea 1

When you fear losing what you’re accustomed to, change might be frightening.

In an era dominated by live music performances, John Philip Sousa stood out as a prominent figure in the music industry. Notably, he composed the patriotic American march “The Stars and Stripes Forever” and the official US Marine Corps march “Semper Fidelis,” among numerous other masterpieces, earning him widespread acclaim.

However, Sousa’s prominence in the music world faced a setback due to two technological advancements: the phonograph, enabling the recording and playback of music, and the radio, broadcasting music directly into people’s homes. These novel devices were perceived as a threat by Sousa, who feared that they would negatively transform the world. He envisioned a future where concert attendance dwindled, sheet music sales declined, and radio stations ceased live performances by musicians.

In essence, Sousa succumbed to panic, contemplating the potential loss of his wealth, career, and popularity. Fearful of relinquishing the comfortable life he had grown accustomed to, he actively opposed these technological changes, vocally expressing his concerns about how these innovations were detrimental to humanity.

In many ways, our reactions to change parallel Sousa’s. Faced with significant changes, we often fixate on the positive aspects we stand to lose. Whether it’s relocating to a new city, transitioning to a different career, or navigating a pandemic, we tend to focus on the potential loss of familiar elements like friendships, identity, or face-to-face interactions.

Identifying the impending losses during periods of substantial change is a common practice. Compounding this, our tendency to extrapolate and anticipate additional losses, even without solid evidence, can lead to full-blown panic. In our efforts to resist change, we might inadvertently make mistakes that harm us in the process.

To navigate this panic and mitigate its effects, strategies will be explored in the following section.

Key idea 2

Think about the benefits to help you conquer your fear.

To move beyond the Panic phase, it’s crucial to adopt a different perspective on change. Instead of fixating on potential losses, the focus should shift towards recognizing the gains and opportunities that the change brings.

Returning to the example of Sousa, his concerns about the phonograph and radio potentially jeopardizing his career blinded him to the myriad possibilities these innovations offered. While recorded music did replace live performances and result in job losses for some musicians, it also opened up new avenues for others to gain popularity.

The advent of the phonograph and radio enabled musicians to reach audiences around the clock and in distant locations, a feat challenging to achieve through live performances due to travel constraints and limited hours in a day. As recordings were distributed globally, musicians could expand their reach and generate income even while sleeping.

Moreover, the rise of the phonograph and radio spurred the creation of additional jobs in the music industry. Recording studios emerged, giving rise to roles like audio engineers, studio managers, DJs, and recording equipment manufacturers. While the transformative change led to some losses, it concurrently created numerous gains and opportunities.

Sousa eventually recognized these advantages. He realized that he wasn’t losing anything; instead, he gained a new means of distribution, contributing to his continued financial success.

The key to overcoming panic lies in reframing the perspective on change and focusing on the potential gains rather than losses. While it may be challenging to precisely identify all the benefits initially, simply having the belief that there will be positive outcomes enables individuals to move past the panic and transition to the next phase: Adaptation.

Key idea 3

To assist you in adjusting to change, discover your true purpose.

Panic arises from the fear of losing familiar aspects of your life, including your sense of identity. Consider the scenario of a newspaper reporter transitioning to a different career due to the declining newspaper industry. The initial response to such a shift might involve questioning one’s identity – if you’re no longer a newspaper reporter, how do you define yourself?

In this juncture, it becomes essential to pause and ascertain your true purpose, often referred to as your “why.” Once you move beyond the panic, embracing the belief that significant opportunities await, the next step is adapting to the change. Adaptation involves discerning which aspects of yourself undergo transformation and which remain constant.

Take the example of Foodstirs in 2019, where the cofounders decided to rebrand and introduce a new product line amid the shift from baking mixes to packaged goods. The planned launch in 2020 was disrupted by the COVID-19 outbreak, prompting a reevaluation. However, the cofounders realized that their company’s fundamental mission was to bring joy to people’s lives, irrespective of whether they sold baking mixes or packaged goods. This core mission remained unchanged.

This underscores the concept of your “why” – the foundational purpose that remains steadfast through life’s shifts. It differs from your “what,” which represents the actions you undertake and can change based on resources and opportunities. To navigate these changes successfully, always keep your “why” in focus, ensuring stability amid shifting circumstances and preventing a return to panic.

Key idea 4

Before it’s necessary, learn to adapt to change.

Continuing to adapt to change goes beyond identifying your core “why.” To effectively navigate change, you must actively drive change itself. While acknowledging that change can be daunting and uncomfortable, taking the initiative is crucial, as exemplified by Sam Calagione, the founder of Dogfish Head Craft Brewery, in his strategic decision-making.

In 2003, Calagione introduced the 60 Minute IPA, a popular India Pale Ale with 6 percent alcohol by volume. The success of this beer led to widespread demand from businesses across the country. Despite the apparent success, Calagione recognized a potential pitfall. Concerned that Dogfish Head would be pigeonholed as an IPA-exclusive brand, he foresaw the transient nature of beer trends. Anticipating a shift in public preferences, he decided to proactively manage this change.

Rather than capitalizing on the booming sales of the 60 Minute IPA, Calagione deliberately capped its sales at 50 percent. This decision sparked backlash, but he stood firm. Instead of succumbing to demands for more of the popular drink, he encouraged customers to explore Dogfish Head’s diverse range of beverages, highlighting their quality.

This proactive approach paid off over time. While IPAs no longer dominated the market, Dogfish Head retained its popularity. By initiating the change and avoiding the label of an IPA-only producer, the brewery positioned itself as a dynamic creator of innovative drinks. Calagione’s foresight and proactive decision-making ensured that Dogfish Head remained resilient, evolving beyond the limitations of a single beer style.

The lesson from Calagione’s story is that being courageous enough to instigate change allows for greater control and preparation for the “New Normal.” Acknowledge your ability to take charge and steer your course through change.

Key idea 5

Bring recognizable aspects of the past into the present to effortlessly make the shift to the New Normal.

Having successfully navigated the panic and adaptation phases of change, you are now poised to tackle the third stage: the New Normal. However, this transition is not as straightforward as it might seem. Despite recognizing the potential opportunities brought about by the changes, your brain is naturally resistant to letting go of the past. Nostalgia for familiar elements may persist even as you embrace the new.

To address this challenge, the key is to construct a Bridge of Familiarity. This involves incorporating elements from your past experience into the new opportunities before you. A poignant example of the effectiveness of the Bridge of Familiarity can be found in the introduction of fully automatic elevators in the early 1950s.

Before their advent, elevators required operators, leading to inconveniences such as limited operating hours and strikes by operator unions. The introduction of fully automatic elevators was anticipated to be enthusiastically adopted by consumers, given the convenience of operation without an operator.

However, the public response was unexpectedly negative. Fear of the unmanned elevator prevailed, with concerns about safety in the absence of an operator. Responding to these concerns, elevator manufacturers took proactive measures. They introduced a female voiceover in the elevators, announcing phrases like “Going up” and “Going down.” This strategic addition, along with other marketing efforts, successfully alleviated public apprehension. The voiceovers created a sense of human involvement behind the scenes, serving as the essential Bridge of Familiarity for the automatic elevators.

Similarly, transitioning to your New Normal requires identifying and incorporating your own version of this bridge. By blending elements from your past experiences with the new opportunities at hand, you can ease the process of adaptation and make the unfamiliar feel more familiar and comfortable.

Key idea 6

Discover what’s lacking from your current circumstances to arrive at your “wouldn’t go back” moment.

You’ve successfully entered the last phase of change, fully immersed in the New Normal and almost reaching a point where returning to the old ways seems undesirable. However, a subtle discomfort may persist, often attributed to the “99-percent-there problem.” Despite being 99 percent through the change, that remaining 1 percent can be pivotal in shaping your journey, potentially propelling you from the New Normal to the Wouldn’t Go Back moment.

To address this issue, Jim McKelvey, co-founder of Square, provides valuable insights. Over a decade ago, McKelvey and Jack Dorsey introduced Square Reader, a compact credit card reader for mobile devices. This product revolutionized small businesses, allowing them to accept cards without expensive credit card machines.

Competitors attempted to replicate Square’s success by developing similar devices, but most failed to recognize that Square’s triumph wasn’t solely about the device. Instead, it addressed broader issues in the small business sector. While competitors achieved 99 percent by creating a knockoff Square Reader, they neglected the critical 1 percent, failing to build relationships with credit card companies or reduce processing fees.

In your New Normal, it’s essential to evaluate not only the gains but also potential shortcomings in your new experience. Square’s competitors wrongly assumed that the device was the key, overlooking other crucial elements that placed Square at the forefront. This search for your “but really” is pivotal. For instance, if you’ve been promoted to a challenging position, your “but really” could be the opportunity to acquire valuable skills for future endeavors. Identifying and addressing this remaining 1 percent allows you to work towards achieving your Wouldn’t Go Back moment.

Last remark

Having completed our exploration of “Build for Tomorrow” by Jason Feifer, the central idea is that life is a constant journey of change, with more transformations ahead. Armed with an understanding of the four phases of change, you now have the capability to navigate through each change swiftly and courageously. There’s no need to dwell in panic or resistance; you can directly progress to your Wouldn’t Go Back moment, embracing significant opportunities that lie ahead. From this vantage point, the process of building for your tomorrow becomes a straightforward and manageable endeavor.