The Six Most Expensive Words in Any Organization: "That's How We've Always Done It"

Ever heard the phrase, "That's how we've always done it?" If so, you might have recognized it as the death knell of fresh ideas. In today's rapidly evolving world, a stubborn attachment to the tried-and-true can be less a sign of stability and more a warning sign that an organization is missing out on growth, innovation, and even profitability. Let's explore why these six words can be so costly and how we can avoid them.

The Comfort Zone Trap

It's easy to see why people cling to past routines: familiarity feels safe and predictable. But sticking too rigidly to old approaches can be more damaging than daring to try something new. When we hold too tightly to "what's worked before," we often do so at the expense of new possibilities. Take Kodak, for example. This company was once synonymous with photography. They were once the undisputed leader in the market. Despite inventing the first digital camera, they hesitated to move away from film, fearing it would undercut their existing business. The result? They missed the digital revolution and were eventually overshadowed by more agile competitors. You don't hear much about Kodak today, do you? Getting stuck in the comfort zone carries several real risks:

• Obsolescence: Even once-brilliant processes can become outdated if left unchanged for too long.
• Missed Opportunities: Innovation can pass us by if we're unwilling to adapt to new realities and technologies.
• Employee Burnout: Constantly hearing "no" to new ideas can pulverize morale, leaving teams feeling stagnant and unappreciated.

Embrace Experimentation

Innovation rarely happens by accident. Organizations that thrive on creativity and evolution welcome mistakes as learning opportunities. They aren't afraid to say, "Let's give it a shot," or "What if we revisit an idea that didn't work out before?" This is so critical. You can't be afraid to try something again, even if it didn't work out the first time. For example, it took Netflix several tries before they made the pivot to be the company we know today. Netflix began as a DVD-rental-by-mail service. Instead of sticking to that successful but limited model, they saw the future in streaming. Netflix initially tried to make this pivot by splitting the company into two different entities: Netflix and Qwikster. It was a complete disaster. They quickly abandoned the idea and shuttered the Qwikster concept. Instead of putting their pivot plans on the shelf though, Netflix took some time to recover and then decided to try again. This time, with much different results. Today, Netflix is one of the largest entertainment companies in the world. By experimenting and refining a new approach to streaming, Netflix not only survived, they thrived, even as physical rentals faded away.

Not all experiments end in disaster! It's important to experiment with intention and direction. As they say, innovative companies fail fast and fail often in order to succeed and innovate. Here are a few ways to experiment intentionally:

• Small Pilot Programs: Roll out new ideas on a small scale to gather data and feedback before a major commitment.
• Cross-Functional Collaboration: Invite people from different departments to brainstorm solutions. Sometimes, the best ideas come from the most unexpected corners of the organization.
• Iterate and Refine: Good ideas may fail the first time for easily fixable reasons. If the concept still has merit, tweak it instead of shelving it forever.

Breaking the Habit of "That's How We've Always Done It"

Overcoming an entrenched mindset requires more than just a motivational speech. It involves embedding the spirit of innovation into everyday work culture. There are many ways organizational leaders can support this type of culture.

• Reward Curiosity: Recognize employees who challenge the status quo in a positive way. Public praise for creative problem-solving sets the tone for the entire team.
• Promote a "Learner's Mindset": Train teams to ask "Why?" frequently. Why are we doing it this way? Why did it succeed or fail before? This habit shifts focus from following a script to discovering better ways of operating.
• Keep Tinkering: Make regular reviews of processes and projects a norm. Ask, "What if…?" even when everything is running smoothly so you don't become complacent.

A great example: Toyota is well-known for its "Kaizen" approach, a constant push for small improvements. Kaizen is one of the core principles of the Toyota Production System. The term, which means "continuous improvement" in Japanese, emphasizes self-development and the authority of those involved in daily work to make necessary changes without formal approval from management. By never assuming "we've arrived," Toyota continually refines processes, cuts waste, and maintains a competitive edge.

Moving Forward, Fearlessly

Organizations that cling to "we've always done it this way" risk more than stagnation, they risk irrelevance. In contrast, those willing to question established routines, take calculated risks, and learn from past missteps often find themselves on a continuous path of innovation and improvement.

By embracing the uncertainty of stepping outside our comfort zones, we open the door for growth that would otherwise remain locked behind those six very expensive words. Change isn't just about chasing shiny new ideas; it's about ensuring we never stop exploring, learning, and evolving.