One of the innovation tips I immediately took issue with was "Don’t fight culture". I want to change whatever is not working, so my reaction to reading this was, "What, how can that work?"
But I must admit, it is critically important that we work with culture as it is, mostly because it is very difficult to change culture, even when it doesn't appear to be working to its own best advantage. Culture is what it is because people steeped in the culture have grown up believing it works, living as if it works, at least. Culture emerges from the background noise of society because it has been found to work. We rely on our beliefs and ways of doing things, modes of interactions, etc, to guide us collectively through the otherwise random chaos of all possible scenarios. Rarely do we find that cultural breakdowns occur to the extent that we need to build anew, ignoring all that was in the past.
It sounds like culture is, almost by definition, stuck in the past, traditional, old school, unchanging. But I would argue that most cultures are adaptable to change in some ways, probably because changes in the environment have occurred over time enough that the culture either learned to be more flexible to those changes, or it perished. An example might be how a culture deals with the occasional catastrophes that affect a few members of a society. We see how people in a small town will rally to help one of their own rebuild a barn after a fire, for example. Collective barn-raising is one of those things we do.
So the question regarding social innovation is how can we take advantage of culture, rather than fighting it, to promote innovation? It seems obvious that we need to understand the culture first, in order to work with it. Fighting it would not require much understanding, unless you want to fight it most efficiently, but I think we might find that the best way to "fight" a culture is to, again, not fight it, but work with it as it is. We have to understand it and even accept it in order to then work with it.
But innovation is about making changes, and so the most important thing to keep in mind in order to make changes in an existing culture is that we have to find the ways in which the culture is already open and willing to making changes.
That's it in a nutshell. All the particulars of how we go about doing that depend on the culture we are looking at. While I know my own culture pretty well, I am not much of a cross-cultural expert, so please comment if you have examples from your culture, or others that you know of, that illustrate this point. How are you and your family, friends, neighbors, and local community open to change?
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