WADILT: We’ve Always Done It Like That

"WADILT" – six words that have quietly stifled more innovations than we could count. This mindset, while comfortable, is the antithesis of growth and evolution in a world that doesn't just welcome change but demands it. Breaking from tradition isn't just advisable; it's crucial.

Innovation isn’t about monumental shifts; it's about everyday revolutions. If we take, for example, the culinary world's embrace of molecular gastronomy. It was a departure from traditional cooking, combining science with cuisine to create entirely new dining experiences. This wasn't just about new recipes but reimagining what food could be. Pioneers like Hervé This and Nicholas Kurti and more latterly, mavericks such as Heston Blumenthal have taken a knife (literally) to traditional cooking.

Blumenthal, a British chef renowned for his scientific approach, owns The Fat Duck in Berkshire, a three-Michelin-starred restaurant known for its innovative dishes like snail porridge and bacon and egg ice cream. Blumenthal uses molecular gastronomy to enhance the sensory experience of dining, focusing on the psychological aspects of flavour and eating.

Innovation means stepping beyond the familiar into the realm of endless possibilities.

But it isn’t just changing things for the sake of it. It’s about pushing comfort zones.

The comfort zone is deceptively dangerous. It’s where ideas go to retire. In football, for example, the introduction of VAR (Video Assistant Referees) was met with resistance. The WADILT mindset feared it would disrupt the flow of the game. For many of us as purists, we might agree that in its current guise, this is definitely happening.

However, its adoption has generally led to fairer outcomes, demonstrating that even the most sacred traditions can benefit from a fresh perspective. (That being said, it still needs refining - probably learning from other sports like rugby and cricket that have it so much more nailed down.)

Digital transformation is an area that illustrates the urgency of abandoning the WADILT philosophy. Retailers that once dominated the high street found themselves overshadowed by online counterparts. Brands like ASOS and Amazon flourished not because they offered something entirely new but because they presented it in a way that matched contemporary consumer behaviours and expectations. They understood that convenience could be just as much a product as the goods they sold.

Innovation doesn't always come in breakthrough technologies or products; sometimes, it's the small changes that make the biggest impact. Take the introduction of contactless payment methods. This wasn't just an upgrade in technology but a shift in how we perceive transactions: faster, cleaner, more efficient. Such innovations may seem minor but collectively redefine our daily experiences. How much time, effort and money do these transactions save and thus regenerate?

The fear of failure is a significant barrier to innovation so most people avoid failure.

Image Source: Midjourney - Prompt: the green green grass of home in an absurdist philosophy --ar 16:9

Steven Bartlett dismisses this practice outright and shared some interesting thoughts on his LinkedIn feed a few months ago:

"Technological change is accelerating, in the 21st century we're forecasted to experience the equivalent of 20,000 years of change. The teams that will win won't be the smartest, or the hardest working, they will be the teams that were able to keep up with this pace of change - the teams with the highest failure rate.

That is why when the podcast broke 30 million monthly downloads - and I believed that we were most susceptible to complacency and risk-aversion - I hired a full time data scientist in Charles Kakou and our full-time Head Of Failure & Experimentation Grace Miller who is focused on driving up our teams "Failure rate"!

She really is remarkable. I've never worked with someone that is so obsessed with and focused on experimentation, data and speed! She flies under the radar at Team DOAC [Diary of a CEO - Bartlett’s podcast] working across all teams and her work in just a few short months has changed our trajectory in a profound way. She is MY kind of person, someone that loves to sweat the smallest stuff!

Her job is to make all of our teams fail more often by making sure experiments are measurable (not just changing things and calling it an experiment), to use the scientific method to turn questions into conclusions (Question > Hypothesis > Experiment > Conclusion), and to maintain a culture where we reward failure!

She reports to me every week and month on the number of experiments we've conducted as a team and she's successfully increased our failure rate in a few short months in a dramatic way!

Every team needs a Grace Miller - every team needs a HEAD of Failure!”

Another famous Steven, this time of the Hope variety, my pal, recently talked about failure too, referencing the great work of Astro Teller, Captain of Moonshots at Google X. Click the images below to read the article and watch the fascinating videos all about this.

So, every team needs a head of failure. Is that you? Do you have one?

Again, Bartlett says:

FAILURE = FEEDBACK = KNOWLEDGE = POWER

Law 21 in his book The Diary Of A CEO: The 33 Laws for Business and Life, is: “You must out-fail your competition”

I like this as a strategy for innovation.

The tech industry that Bartlett refers to and which is known for its rapid evolution, embraces failure as a badge of honour. Google Glass might not have become the consumer hit it was intended to be, but the lessons learned from its development and market response have informed countless other projects within Google and beyond.

Jeff Bezos calls it Always Day One thinking. He talks about it on Lex Fridman’s podcast:

This culture of learning from failure is crucial in moving past WADILT.

Innovation thrives on curiosity. It's not just about solving problems but asking why they exist in the first place. This is evident in the rise of sustainable technologies. Companies like Beyond Meat didn't just seek to create a meat alternative; they questioned the impact of meat production on the planet. Their success lies not just in the quality of their product but in addressing a fundamental concern of modern consumers. Whether you want to be vegan or not, their impact cannot be ignored.

Effective leadership to ensure innovation then is about more than just direction; it's about inspiration and creating an environment where questioning the status quo is encouraged (see my past posts on Dissatisfaction with the Status Quo). Innovative leaders are those who recognise the value in saying, "I don't know, let's find out," rather than "That's how we've always done it." They build teams not just to follow but to challenge and innovate.

Innovation also isn’t just the responsibility of individuals or companies though; it’s a global imperative. Climate change, for instance, has spurred innovation in renewable energy technologies. Countries leading in wind and solar energy adoption aren't just altering their own energy landscapes; they're setting the stage for a global shift towards sustainability. This global perspective underscores the importance of abandoning WADILT, not just for economic gain but for the planet's future.

The abandonment isn't merely a shift in action but in thought. It's about recognising that the most significant barrier to innovation isn't technology, resources, or even market readiness; it's our resistance to change (there it is again!). By embracing uncertainty and fostering an environment where innovation is not just encouraged but expected, with a predisposition for not avoiding but pursuing failure, we can begin to untangle the complex challenges of today and tomorrow.

Moving beyond WADILT is more than an act of rebellion; it's a commitment to growth, to exploration, and to the belief that the best way to honour tradition is to evolve it. In a world where change is the only constant, the willingness to adapt is our most valuable asset. Let's not just do things differently for the sake of change but because in innovation lies the key to solving the most pressing issues of our time, from climate change to economic inequality and beyond.

The suggestions for this week aren’t rocket science; in fact, they are probably regurgitating things I seem to have said more times than ever.

"No human ever became interesting by not failing. The more you fail and recover and improve, the better you are as a person. Ever meet someone who’s always had everything work out for them with zero struggle? They usually have the depth of a puddle. Or they don’t exist."

Chris Hardwick

Image Source: Midjourney - Prompt: Create an image that visualizes the transformation from traditional to innovative. Imagine a large, open field under a clear sky that transitions from day to night. On one side, under the daylight, show an old, wooden bridge, worn and weathered, representing traditional ways and resistance to change. Across the field, under a starry night sky, depict a sleek, illuminated glass bridge, symbolizing modern innovation and the embrace of new methods. Between these two bridges, place a diverse group of people moving from the old bridge towards the new one, each person dressed in progressively more contemporary clothing as they approach the modern bridge. The field itself is vibrant with blooming flowers, symbolizing growth and renewal. The overall image should convey a journey from the past into the future, highlighting the dynamic shift from the familiar and outdated to the bold and new --ar 16:9

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In order to move beyond WADILT, not for the sake of it but to meet the needs of our world, it is important to:

1. Cultivate Curiosity

Curiosity is the antidote to complacency. Start by asking "Why?" or "What if?" in everyday situations. For instance, if you've always shopped at the same supermarket, consider why you do so. Is it habit, convenience, or loyalty? Exploring other stores or markets could introduce you to new foods, better prices, or more sustainable options. Curiosity pushes you to explore alternatives and question long-standing habits, opening doors to new experiences and knowledge. It doesn’t need to be huge things either but it might be!

2. Embrace Learning

The world is brimming with knowledge on every conceivable topic. Dedicate time each week to learn something new, outside of your comfort zone. Books, online courses, podcasts, or even conversations with people who hold different views. There is power in convergent and divergent thinking (as popularised by Daniel Kahnemann in Thinking, Fast and Slow) The act of learning encourages mental flexibility, making you more open to change and less likely to stick to the WADILT mindset. It's not about becoming an expert overnight but about broadening your horizons and understanding that there’s always something new to discover.

3. Experiment Regularly

Make a habit of experimenting with different ways of doing everyday tasks. This could be as simple as changing your route to work, adopting a different exercise routine or reading a book from a different genre. The goal is to disrupt routine to discover more efficient, enjoyable, or interesting ways of living. Regular experimentation makes you more adaptable and open to change, reducing the likelihood of falling into the WADILT trap.

4. Seek Advice

Actively seek advice from others. I did originally write ‘feedback’ and remembered what Adam Grant said about seeking advice rather than feedback. “Feedback tends to focus on how well you did last time. Advice shifts attention to how you can do better next time. In experiments, that simple shift is enough to elicit more specific suggestions and more constructive input.” This could be professional advice at work, or personal insights from friends and family on your ideas or ways of doing things. It can provide new perspectives and challenge your assumptions, encouraging you to rethink established patterns and habits. Remember, it’s not about criticism but about growth and improvement. Oh, and you don’t have to take all the advice…

5. Create a "Change One Thing" Ritual

Institute a monthly "Change One Thing" ritual. I’m not talking Gary Keller style The One Thing (although I love that book). The idea here is simple yet powerful: every month, deliberately change one aspect of your routine or lifestyle that you've never questioned before. This could involve mixing up your morning routine (no phone for first 30 minutes or having green tea instead of coffee) or even committing to practising the guitar for 15 minutes before bed. What about listening to a new podcast? Watching a different news channel? Or taking one meeting a day outdoors? Or changing your aftershave? The aim isn't necessarily to find a "better" alternative but to practise adaptability and open-mindedness. This ritual turns change into a habit, making the unfamiliar familiar and gradually dismantling the resistance that underpins the WADILT mentality.

(We will dig into habits soon - there’s lots of brilliant work out there that will be worth discussing!)

Embracing change is not just about seeking novelty or disrupting for disruption's sake; it's about critical engagement with the world as it is, and as it could be. The "We've Always Done It Like That" mentality is a barrier to progress and adaptation. In every challenge to the status quo, from the refined experiments of molecular gastronomy to the technological shifts in retail, there’s a common thread: the courage to question and the readiness to act.

It's about leveraging every setback and every success as a step toward greater understanding and capability. We don't just find new ways to do things—we discover better ways to think, interact, and thrive. Rejecting WADILT is less about abandoning tradition than it is about being thoughtful stewards of our resources, including our intellectual legacies. This is how innovation is sustained—not through mere rebellion against the old, but through a thoughtful pursuit of what might be better.

We can do better. We must do better.

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