There’s a saying that goes, “First they ignore you, then they laugh at you, then they fight you, then you win.” According to the internet, this quote is a mash-up of writings by Mahatma Ghandi and a 1914 speech by union leader Nicholas Klein.
These men were referring to the gradual success of political movements, but I think the insight captures the spirit of how we humans respond to all kinds of new things.
Earlier this year, I went to pick up food at a Five Guys burger joint, and while I waited, I became fascinated with a sign that was attached to the side of their soda machine. I don’t know if you’ve ever interacted with one of these touch-screen soda machines, but they’re pretty cool. You can choose from like a thousand options of soda, tea, lemonade, sports drinks, and fruit flavorings. It makes the traditional soda fountain look quaint and insufficient.
The sign instructed customers that they could use their smart phone to scan a QR code from the screen of the soda machine. This would allow them to select from all of the same beverage options through their phone rather than having to touch a screen that other people may have touched.
At first, I rolled my eyes hard. I snapped a photo of the sign, looking forward to sharing this ridiculousness with my husband. He, too, chuckled when he saw it.
Months later, I was scrolling through my phone and happened upon that photo. With some distance, it didn’t seem quite so silly. Why not offer people an option that takes advantage of the powerful technology that so many of us carry around? Who was this sign hurting? OK, it might slow down the line a tad as people try to figure out the app, but what’s the problem with slowing down for a minute or two?
Things that are new and different scare us. Our minds haven’t yet figured out why we need them or how they work, so we reject them. Why is that? Maybe the primitive part of our brain worries that if we don’t understand something, if we have to incorporate new information in order to “get” it, that implies something is lacking in us.
But as time goes on, and we acquire that knowledge without even trying, as we think about it some more and become familiar with the new thing, we start to warm up to it.
Sometimes, like the quote, we still fight against the new thing. And those who fight don’t always win. But slowly, the new thing becomes a part of our culture, and we grow to accept it. Can you think of an example of a practice that was shunned, even outlawed, which is now embraced? I bet you can. This has been happening for centuries in societies all over the world. The process can be long or short or anywhere in between.
This same principle is at work in our personal lives. We resist making changes. The new thing—think meditation, exercise, journaling—runs counter to the self that we know. Contemplating adding this new thing to our existence suggests that we are currently incomplete or deficient. And that makes us feel unsafe, so we puff ourselves up by snickering at the alien thing.
However, once you immerse yourself in something unusual, the process of acceptance speeds up—like stepping your foot on the gas. We can all override our instinct to ridicule the new and unusual, and the reward is a more expansive life and a more inclusive society.