If you’re in the business of change—whether as an entrepreneur, artist, podcaster, or creator—you’ve likely run into a brick wall called the status quo.
It’s tempting to see it as outdated, inefficient, or in desperate need of disruption. And maybe it is.
But here’s the thing most people forget: The status quo exists because it worked.
At some point, for some group of people, this way of doing things was the best way. It solved a problem. It made someone money. It created efficiency or predictability. And, most importantly, it still works well enough for those who benefit from it today.
That means if you’re trying to change something, you’re not just battling inertia—you’re battling a system that actively resists your change because, by definition, it’s still functional for many of the people and institutions that support it.
This is why marketing your ideas—your product, your art, your idea, your movement—isn’t just about being right. Or even about being better.
It’s about showing the people who are invested in the current system that your change benefits them more than staying the same.
a Defense Mechanism
Think of the status quo as a well-built fortress. It wasn’t built to be cruel or stubborn; it was built to protect what works.
- The record industry fought MP3s because physical albums were their cash cow. They didn’t hate innovation; they just liked their existing profits more.
- Blockbuster didn’t ignore Netflix because they were blind to digital streaming. They were making too much money from late fees to switch models.
- The traditional publishing industry resisted self-publishing because gatekeeping ensured control over distribution, profits, and prestige.
The pattern is clear: Those who benefit from the status quo don’t change because they don’t have to. Not until the cost of staying the same is higher than the cost of change.
So, if you’re trying to disrupt something—whether it’s an old industry, a creative market, or a way of thinking—don’t expect people to change just because you’re excited about a better way.
Inspiration Isn’t Enough
This is where many creatives and entrepreneurs get stuck. They believe if they just explain their new idea clearly enough, or craft a compelling enough story, people will naturally come on board.
But the reality is, logic and inspiration aren’t enough. People and systems change only when the new value is greater than the old value. And value isn’t just about being “better.” It’s about fundamental human motivators:
- More status – Does this change make them look smarter, more powerful, more respected?
- More security – Does it reduce their risk, uncertainty, or financial instability?
- Less effort – Does it make life easier, smoother, less stressful?
- More belonging – Does it help them fit in with their peers, industry, or culture?
- Less pain – Does it solve a frustration they actually feel (not just one you assume they care about)?
People don’t move toward change because of an abstract argument. They move because they feel the benefit. If you’re trying to change the game, your job is to make the benefits of switching sides undeniable.
How to Apply This to Your Work
Whether you’re trying to attract an audience, grow a business, or shift cultural norms, understanding the real nature of resistance to change is a game-changer. Here’s how to use it:
- Identify Who Gains From the Status Quo
- Who benefits from things staying the same?
- What are they afraid of losing?
- What would make them want to change?
- Position Your Change as a Net Gain
- How does your idea make their life better, easier, or more rewarding?
- Are you reducing risk, adding status, or saving them effort?
- Can you show examples of others making the leap successfully?
- Speak in Terms of Their Priorities, Not Yours
- Your audience doesn’t care how excited you are about your new way of doing things.
- They care about what’s in it for them.
- Frame your messaging around their needs, fears, and desires.
- Use Social Proof & Small Wins
- People follow people. Highlight those who’ve already embraced the change and seen results.
- Reduce friction by offering an easy first step—don’t ask for a giant leap right away.
Create the Conditions For Change
If you’re building something new, marketing an idea, or pushing for change, don’t get frustrated when people don’t immediately see what you see. That’s normal.
The key isn’t to fight the status quo—it’s to make leaving it the obvious choice.
So the next time you hit resistance, ask yourself: Am I just trying to inspire people to change? Or am I creating the conditions such, that they can’t afford not to?
Change happens because, eventually, it becomes the better deal.
If you enjoyed this post, please consider sharing it with someone else who might too–the buttons below can help.
Thank you!
