Yesterday I wrote a post titled Society Shapes Our Lives Even If There’s a Better Option. My post concluded with “It’ll be interesting to see if society implements better options or we stick to our norms.”
This post is dedicated to specific examples where society is slow to change even when better (and cheaper) options exist. From longbowmen in the 14th and 15th centuries to movie rental companies and remote workers, society is generally slow to change and a lot of it is fear-driven.
English Longbowmen – Why Not the Scots or French?
Yesterday, I read a scholarly article by Douglas W. Allen and Peter Leeson (the author of one of my favorite books The Invisible Hook: The Hidden Economics of Pirates) titled Resolving the Longbow Puzzle. In it, the authors explored why the Scots and French didn’t adopt the longbow that the English had been dominating wars with. To summarize, the kingdom using such a dominate, cheap weapon had to be governed by a strong ruler (like King Edward) for the adoption of the longbow to succeed.
The French and the Scots wouldn’t use longbows because giving their civilians cheap, superior weaponry might’ve turned into a revolt, ending the king’s power. Out of fear, these rulers continued attacking a superior foe with inferior weaponry. Change, in this case, was the better option, but fear kept them from making that decision. Eventually, the English took control over much of France and used their longbows to do what the French ruler was afraid would happen if his own citizens were given the “technology.”
Where’s Blockbuster Now?
In 2000, the founder of Netflix approached Blockbuster’s CEO with an offer of $50 million dollars to buy Netflix. Obviously, that didn’t happen, and the rest is history. But why didn’t Blockbuster jump at this opportunity?
For one, Blockbuster was built from having physical locations while Netflix was virtual (at that point in time shipping DVDs in the mail). To take on a company like Netflix, Blockbuster would’ve had to change their core competencies and cannibalize a piece of their industry. I believe that led them to fear of making the decision.
Much like the ruler of France, by giving this idea a chance, Blockbuster would see it’s customers revolt, putting Blockbuster’s brick-and-mortar business under. The fear-induced decision eventually led to Netflix becoming the behemoth of the movie rental industry, but Blockbuster had a chance first. A change could’ve been better, but fear kept it from happening.
Why Aren’t More Jobs Remote?
Another great article I read yesterday was The Real Reason You’re Not Allowed To Work From Home by Liz Ryan. The most staggering statistic was a prediction in 1984 “that most white-collar employees would be working from home and/or making their own schedule” by now. That definitely hasn’t come true, but why?
As Ryan states, “The real reason you’re not allowed to work from home is that managers at all levels are fearful of change and especially fearful of change that requires them to step out of their comfort zone.” Again, fear of change is the reason remote work hasn’t caught on. Managers don’t want to worry about trusting you, but they also don’t know how to trust you if they can’t look over your shoulder at all times.
This one isn’t history yet, but if we’ve learned anything from 15th Century France or Blockbuster, big companies should be looking over their shoulders. The gig economy, freelancers, and work-from-homers may lead a revolt on big business. Fear of change eventually leads to the better option.
Why Are We Slow to Change When Better Options Exist?
From these examples, the reason we’re slow to change is fear. We’re either afraid our power isn’t sufficient enough to rule, that giving life to a company will cannibalize ourselves, or we’re fearful of trusting others.
Changing, even when better options exist, isn’t easy. It’s also apparent that resisting change will eventually lead to defeat. We are slow to change because we are afraid of the inevitable, however, the inevitable is going to happen. In order to proactively make the better option, we must first let go of our fear of change.