Prior to joining WPP, I had the experience of working at an agency that was in the midst of trying to change from a traditional mindset to one more focused on digital and emerging technologies. What was fascinating to me was not how resistant our clients were to this change, but how flummoxed the internal culture was by these deviations from the ‘norm’. In ways that I could have never anticipated, I watched people react irrationally and illogically to the pending ‘threat’ of change, oftentimes based on assumptions that were never based in reality.
Pharma has this same issue. It’s terrified of change. I mean mortally terrified. And that presents a problem because, as we all know, change is inevitable. In ways you may not realize, the inherent terror that pervades the industry may be the reason why innovations fail to take root on a consistent basis.
Think about it. All innovations have change as the underlying common denominator. Since most people working in the digital, social or the technology fields are often asked to be agents-of-change, we deal with the results of fear-based risk-assessment all the time. Too often in that process, discussions will drift to analyzing the consequences of sometimes wildly speculative assumptions in order to determine what the worst-case scenario may be. When conversations head down the fear path, they are rarely productive.
So as innovators how do we overcome these sometimes-irrational responses? Are there better ways to evangelize new ideas? Will more data or facts help correct the problem? Hopefully better understanding the causes will better arm us all to more effectively drive change.