00:05s the car was introduced people didn't
00:07call it the car they called it the
00:09Horseless Carriage and that of course is
00:11if they were being generous if they were
00:12not being generous they would call it
00:13the devil wagon because they totally
00:16um thought these things were the devil
00:17wagon and they would throw rocks at them
00:19and if you drove down the street in one
00:22of these early cars somebody would
00:24literally yell get a horse say get a
00:27horse they would get a horse at you and
00:29um and when people tell the story now of
00:33how cars became the dominant mode of
00:35transportation what they tell is the
00:37story of Henry Ford the Henry Ford
00:39revolutionized manufacturing and
00:41therefore made cars cheaper and more
00:43accessible to the masses and though that
00:45is true it skips over an important point
00:47an important part of the story that I
00:49heard from a car historian
00:52um and it was something that Henry Ford
00:53was the beneficiary of goes like this so
00:56in the earlier days of the car people
00:58are calling it The Devil wagon they're
00:59throwing rocks at it and um and the Auto
01:02industry is trying to understand what on
01:05Earth is wrong and they start to look at
01:07the way in which they're advertising the
01:14they realize that they are advertising
01:17as a replacement to the horse
01:20they're saying Get rid of Dobbin Dobbin
01:22being the generic name of you know a
01:24horse like spot for a dog get rid of
01:26Dobbin and get this car or this car is
01:29so much better than your stupid horse
01:31but here's the thing people hated that
01:33they found that offensive and they
01:34should have because they loved their
01:37horse their horse was a member of the
01:38family and as far back as they knew
01:40every generation of their family had a
01:41horse and now here come these people
01:44saying I have a totally better way for
01:49you to be and your old way is stupid
01:51people hate that because people hate new
01:55what they like is better versions of old
02:00so what we need to do as innovators is
02:04what I like to call the bridge of
02:05familiarity and that bridge goes not
02:08from us the people with a great new
02:10thing to the people who we want to have
02:13that great new thing that is not the
02:14direction to build the bridge you build
02:16the bridge the other way around you
02:18start with where they are and you build
02:21towards you so back then the shift that
02:26the Auto industry made
02:28was that they stopped talking about the
02:33as a replacement to the horse and they
02:36started talking about the car as a
02:38better horse so they started
02:40popularizing terms like horsepower and
02:42naming cars after horses which we still
02:44do today with the Bronco and Mustangs oh
02:47it's kind of like my horse and I can I
02:50can sort of respect it like and use it
02:51like my course well that that makes a
02:53lot more sense to me than someone just
02:54coming along and telling me to get rid
02:56this is what we always need to keep in
02:58mind and what I find I was just talking
03:01about a guy who um and he had a um
03:04product that was called they were
03:07calling it chicken chips chicken chips
03:10chips chips like at a bat like out of a
03:14bag like potato chips but but chicken
03:16chips now um does that sound appealing
03:18to you no I was gonna say I'm not sure
03:21where you're going with this but I would
03:22definitely not grab that off a shelf
03:24yeah and and that's the thing it did
03:26really well in taste tests people really
03:28liked the product nobody was buying it
03:31because chicken chips sounds disgusting
03:33so after a after a bunch of kind of
03:37consumer insights research they changed
03:39from talking from calling it chicken
03:42chips to protein chips
03:45why because people are already familiar
03:48with protein bars and protein packs and
03:51protein shakes so the idea of it being
03:54protein first now signals to an existing
03:58audience and where's the protein coming
04:01from well you can find out that it's
04:04and that little shift
04:07completely unlocked sales for this
04:09company I love that you brought up a
04:12current application of this because that
04:15was going to be my question there are so
04:17many cases where there's pushback and in
04:19many cases rightfully so whether it's
04:21web 3 whether it's autonomous vehicles
04:23whether it's different versions of space
04:25there's a lot of pushback in some of
04:27these new emerging perhaps exciting
04:30Industries and I think you're right that
04:32there is that familiarity Gap where
04:34people are just like why why do I care
04:36if people are going to Mars like I have
04:38problems on Earth or like why do I care
04:40if something is decentralized like tell
04:42me why that matters and so I think it's
04:46important to use those those frames of
04:49just like why does this matter that
04:50simple question why does this matter to
04:52someone today and even like you said
04:54using like simplistic terminology can
04:57completely shift and and I think another
04:59area that this reminds me of is as I
05:01mentioned AI is you know we went through
05:04AI summer and things are still trucking
05:06ahead very quickly but it's like how can
05:07you reframe something to not sound so
05:09scary right like someone who's a
05:12designer is like oh this artificial
05:15bot is creating art based on my artwork
05:18that sounds really bad and in some cases
05:21I can see how there is a negative
05:24consequence but yeah just thinking
05:25through how this can be framed as
05:27something new and I I will I just add
05:30one more thing there which is your um
05:33your examples of cars and applying uh
05:37horses to them reminded me of a
05:39conversation I had recently which is
05:41someone basically saying I want to get
05:43an electric vehicle but man I just love
05:46hearing the sound of my car they just
05:48love that familiarity and I was like huh
05:51I wonder I mean I could see an electric
05:53vehicle company one day maybe just like
05:55adding in that sound for familiarity
05:57it's not creating the same emissions but
06:00again giving someone that bridge that
06:01you talked about that familiarity Bridge
06:03of what they like and what they love and
06:04what they're familiar with and then just
06:07giving them almost like a little step
06:08towards the next totally elevators used
06:11to be obviously hand operated and then
06:14by the time we got to the 1950s
06:16automatic elevator technology existed
06:18but people didn't want to get in them
06:19because they were used to having a human
06:22being operating it and you think
06:26consider it there's literally no other
06:30in the world or at least that the
06:32average person will use in which you
06:35walk into a completely enclosed space
06:37with no windows and no human operator
06:42there's nothing else like it and uh and
06:45so people weren't getting into these
06:46things now there were also all these
06:47kind of interesting fear-mongering um
06:49campaigns happening from elevator
06:50operator unions that were also
06:51contributing to it but anyway you know
06:53one of the ways that
06:55one of the ways that the elevator
06:56industry found could get people inside
06:59the doors was by recognizing that what
07:02people needed wasn't necessarily a
07:04actual human what they needed was the
07:06feeling that there was a human involved
07:08and that there was a human
07:11touch there was a human that would be
07:14there to their aid if something went
07:16wrong and simply adding in a soothing
07:19female voice that said things like going
07:22up going down floor one floor two that
07:27that by itself helped a lot of people
07:29feel comfortable getting into the
07:31elevator so that reminds me a lot of
07:32your example with the you know with the
07:34electric car making that noise I mean we
07:36do things like that all the time potato
07:37chips are engineered not just for flavor
07:39but for crunch and there's a reason for
07:41that it's because things people are
07:42looking for those kinds of things as
07:43signals of quality so you have to
07:45understand where people are and then
07:47start to build from there
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