Pixar founder Ed Catmull once wrote that “early on, all of our movies suck.” The trick, he explained, is to go beyond the initial germ of an idea and put in the hard work it takes to get something to go “from suck to not-suck.” He called early ideas “ugly babies,” because they start out, “awkward and unformed, vulnerable and incomplete.”
There’s something romantic about the early stages of an idea, but it’s important to remember that, much like Catmull’s ugly babies, your idea is never going to be as weak and vulnerable as those early days before you get a chance to work out the inevitable kinks. You need to be careful not to overexpose it or it may die an early death. You need to protect your ugly baby, not shove it out into the world and hope it can fend for itself.
You need to resist the urge to jump right in with a big launch. Change follows a predictable, nonlinear pattern often described as an S-curve. It starts out slowly, because it's unproven and flawed. Few will be able to see its potential and even fewer will be willing to devote their energy and resources to it.
Early on, you need to focus on a relatively small circle who can help your ugly baby grow. These should be people you know and trust, or at least have indicated some enthusiasm for the concept. If you feel the urge to persuade, you have the wrong people. As you gain traction, identify flaws and make adjustments, your idea will grow stronger and you can accelerate.
Large scale change cannot be rushed. It is not a communication problem and wordsmithing snappier slogans won’t get you very far. It is a collective action problem. People will only adopt it when they see others around them adopt it. That’s why you need to approach it carefully. Give it the respect it deserves, and it can work wonders for you.
The post Here’s How You Build Change That Lasts first appeared on Digital Tonto.
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