All Segments
Building an Innovation Bridge with Jason Feifer
4 segments available
How can you reframe innovation to not seem so scary? Jason Feifer — editor in chief at Entrepreneur Magazine, podcast host, and author of Build for Tomorrow — shares the importance of "the bridge of familiarity." Instead of telling people to use new things, it's best to guide them to better versions of old things. Follow Jason on Twitter: https://twitter.com/heyfeifer Stay Updated: * Find us on Twitter: https://twitter.com/a16z * Find us on LinkedIn: https://www.linkedin.com/company/a16z * Subscribe on your favorite podcast app: https://a16z.simplecast.com/ * Follow our host: https://twitter.com/stephsmithio Please note that the content here is for informational purposes only; should NOT be taken as legal, business, tax, or investment advice or be used to evaluate any investment or security; and is not directed at any investors or potential investors in any a16z fund. For more details please see a16z.com/disclosures.
Segments Timeline
The Devil Wagon: Cars and Familiarity
Jason Feifer discusses the initial public perception of cars as 'devil wagons' and how the auto industry struggled with acceptance. He emphasizes the importance of reframing innovation by illustrating how early car advertisements failed by positioning cars as replacements for beloved horses. Instead, they should have marketed cars as better versions of horses, highlighting the concept of 'the bridge of familiarity' to ease the transition to new technologies.
"s the car was introduced people didn't call it the car they called it the Horseless Carriage and that of course is if they were being generous if they were not being generous they would call it the de..."
Rebranding for Success: The Case of Chicken Chips
Feifer shares a modern example of innovation resistance through the story of 'chicken chips.' Despite positive taste test results, the product failed to sell due to its unappealing name. By rebranding it as 'protein chips,' the company tapped into existing consumer familiarity with protein products, demonstrating how reframing can unlock market potential and bridge the gap between old and new.
"people hate that because people hate new things what they like is better versions of old things so what we need to do as innovators is we need to build what I like to call the bridge of familiarity an..."
Familiarity in Emerging Technologies
In this segment, Feifer addresses the pushback against emerging technologies like AI and electric vehicles. He highlights the importance of framing these innovations in familiar terms to alleviate fear and resistance. By connecting new concepts to existing experiences, innovators can create a smoother transition for consumers, making new technologies feel less intimidating and more accessible.
"company I love that you brought up a current application of this because that was going to be my question there are so many cases where there's pushback and in many cases rightfully so whether it's we..."
Elevators and the Human Touch
Feifer draws parallels between the acceptance of automatic elevators and modern innovations. He explains how the elevator industry overcame initial fears by incorporating a soothing voice to simulate human presence, making users feel more comfortable. This example reinforces the idea that understanding consumer psychology and providing familiar cues can significantly enhance acceptance of new technologies.
"what they're familiar with and then just giving them almost like a little step towards the next totally elevators used to be obviously hand operated and then by the time we got to the 1950s automatic ..."