In fact, PhysOrg says, new solutions to old problems tend to turn people off. The more creative the solution, the harder it is to sell:
The paper [co-authored by Jack Goncalo, ILR School assistant professor of organizational behavior] reports on two 2010 experiments at the University of Pennsylvania involving more than 200 people.
The studies’ findings include:
- * Creative ideas are by definition novel, and novelty can trigger feelings of uncertainty that make most people uncomfortable.
- * People dismiss creative ideas in favor of ideas that are purely practical — tried and true.
- * Objective evidence shoring up the validity of a creative proposal does not motivate people to accept it.
- * Anti-creativity bias is so subtle that people are unaware of it, which can interfere with their ability to recognize a creative idea.
For example, subjects had a negative reaction to a running shoe equipped with nanotechnology that adjusted fabric thickness to cool the foot and reduce blisters.