Conformity
“The reasonable person adapts to the world. The unreasonable person persists in trying to adapt the world to his ideals. Therefore all progress depends on the unreasonable one.” –George Bernard Shaw
“You’ve got to go out on a limb sometimes because that’s where the fruit is.” –Will Rogers
Teaching principles, without first changing mindset, is useless. We read books and articles about innovation but the harder step is to step back and look at how we fail to think fully. Before we simply add tools to the mix, before we teach how we develop new ideas, we need to examine the biggest hindrance to innovation, which is conformity.
Conformity has an immediate power over our minds and actions. It can be a positive force, of course. We need compliance, identification with a team, and socialisation skills. We also need to be able to have pre-set, simplified procedures. This is how we work together. It is how we build individual ideas into big concepts. Please follow your traffic laws, for instance, when driving home. It is simply arrogance, as well, not to read, or cultivate the wisdom of those who are experts in our fields.
The paradox is that conformity can also mean the loss of innovation, original thinking, and can result in terrible judgements. We find unconscious conformity at the heart of our how we think when we fall into fundamentalism, or the fascism of masses of people. You may think of footage of the Nazi Nuremberg Rally. More personally, when a celebrity commits suicide the rate of suicide in the populations as a whole goes up by ten percent for the next two weeks.
You may be less aware, though, of how the instinct to believe others saps our ability to think clearly. Howard Gardner, at Harvard University, has studied how we use our intelligences. He introduced the idea of ‘multiple intelligences’ into our vocabulary, and he also looked at how our intelligence changes over our lifespan.
Gardner found that young children were very powerful in their ability to take in information, organise it and use it. About 99% of children, between the ages of 0 and 4 years, were ‘geniuses’ in their ability to use their intelligence, he found.
When he continued up the age levels, though, he found that only 70% of children between ages 5 and 10 were still operating at this same ‘genius’ level. Further on, only 20% of young people between the ages of 11 and 20 used their intelligence potential to this level. After age 20 only 2% still had highly integrated intelligence.
At first the researchers could find no explanation. Then Gardner and others noticed that these rates of decline followed exactly the rate at which we give up faith in our own judgement in favour of our peers. Conformity, in other words, steals our genius. It swallows our ability to think to our potential.
We see this in business, too, where studies show that trained, experienced professionals, again and again, will give up their point of view to defer to the opinions of their superiors.
As we say in our training, we don’t want bloody revolutions, but we do want to encourage robust discussion. Our work cannot afford less than full potential thinking.
You may recall the 1986 Challenger Space Shuttle explosion. Before the launch the engineers warned the project managers that the O-rings might fail in the cold predicted for that day. This is not what the managers wanted to hear.
“Are you sure,” they said, “that you can prove this is a problem?”
When pressed, the engineers backed down, and seven astronauts died in the explosion from the failed O-rings.
It can be a painful process to go beyond our normal thinking, in a team or as individuals. The French painter, Matisse, described his creative process as extremely violent. To sit down and paint each day felt the same as if he was sitting down to punch someone in the face. ‘It is like lancing an abscess,’ he said.
The drive to see one’s work in fresh or innovative ways is often difficult in professional situations if innovative thinking is not encouraged. We have a biological drive to fit in, to not risk ostracism from our ‘pack.’
Nevertheless some people do go beyond conformity, individually and in teams. The qualities of curiousity, and passion for the work at hand, are at the core of these thinkers, but we can be more explicit.
Cynthia Rabe, in her book, “The Innovation Killers,’ describes some qualities of those who break through conformity, and who help organisations break through conformist thinking. She notes how important it is that organisations seek out, and cultivate these qualities in employees.
She describes the quality of being a “Renaissance Thinker,” for instance, as being wide-ranging in your interests. Renaissance Thinkers enjoy exploring connections where connections don’t normally occur. They read widely, and explore outside their main disciplines.
Another quality is “Psychological Distance,” which is the ability to not get caught in the expert mode. A temporary addition to a team will often add this quality, or a relative newcomer to a field can bring this quality. Paired with some basic training in a field we can bring what I call an “informed-naiveté” to the situation. “We didn’t know enough to know it couldn’t be done,” said one member of a ground-breaking education team.
Similarly, Edward DeBono suggests that we look at increasing our alternatives for any given decision. If you are choosing from any less than 12 ideas you are not choosing, he suggests. You are merely reacting.
Try this: choose a problem you are facing and force yourself to come up with 20 solutions. Often it is hard to go past 4 or 5 possibilities, comfortably. Then we see how our criticising mind begins to hold us back when we go beyond the easy answers.
“Oh that couldn’t work,” we say. “That’s ridiculous!”
That’s where innovations lie.
I have heard a story about when DeBono was hired to solve a problem for a builder of a skyscraper. No one wanted to rent the upper floors of the building because the elevators they had installed were too slow. The cost of installing a new system in the finished building would be too much, they said, but neither could they afford to rent the lower floors only.
DeBono came into the building and sat in the lobby for a day, studying the lifts. At the end of the day he came to the owner and told him to install a bank of mirrors around the entrance to all the lifts.
“How will that speed up the lifts?” he was asked.
“It won’t,” he said, “but people love to look at themselves, and they won’t mind the wait as much.”
Making a commitment to go beyond conformity is a commitment to questioning assumptions, and stretching beyond the standard answers. The commitment great leaders have to listening to new ideas takes humility and courage. Think of the difference between the investors in early phones and the British diplomat, who at the first demonstration of a long-distance phone call said: “Well that is well and good for Americans, but we won’t need phones in England. We have many boys to use as messengers.”
What are the new opportunities that we are missing today? What are the types of conformity that will benefit our work? To go further, as leaders we must develop our ability to choose between what is conscious conformity, and aids us in working efficiently, and unconscious conformity, which steals our genius. Conformity, positive or negative, is not a conscious choice for most people. We don’t see how it happens, and so we don’t develop the perspective to judge.
We recognise that ideas are power in today’s marketplace, and so we must look at what stops ideas from being born, and what stops them from being acted upon. We must first understand conformity, develop our ability to go beyond it, and then develop this ability in our teams. The commitment we all must have is to look at what narrows our view, and what narrows our ability to choose.

