In a world that's constantly evolving, change is inevitable. Whether it's a global pandemic, a career shift, or a technological revolution, we're all faced with moments that can turn our lives upside down. Jason Feifer's "Build for Tomorrow" offers a roadmap for navigating these turbulent times and emerging stronger on the other side.
Introduction
Change can be scary. It's human nature to cling to the familiar and resist the unknown. But what if we could learn to embrace change instead of fearing it? What if we could see it as an opportunity rather than a threat?
That's the core message of Jason Feifer's "Build for Tomorrow." This book isn't just about surviving change; it's about thriving in it. Feifer presents a framework for understanding and adapting to change, broken down into four key phases: Panic, Adaptation, New Normal, and Wouldn't Go Back.
Through engaging stories and practical advice, Feifer shows us how to move through these phases more quickly and effectively. He teaches us how to overcome our initial fear, find new opportunities, and ultimately reach a point where we wouldn't want to return to our old ways even if we could.
Let's dive into each of these phases and explore the strategies Feifer offers for mastering change.
Phase 1: Panic - Understanding Our Initial Reaction to Change
The Nature of Panic
When faced with significant change, our first instinct is often panic. This reaction is deeply rooted in our fear of loss. We focus on what we're giving up, what's being taken away from us, and how our lives might be disrupted.
Feifer illustrates this with the story of John Philip Sousa, the renowned composer. When the phonograph and radio were invented, Sousa didn't see exciting new technologies. Instead, he saw threats to his livelihood and the entire music industry. He feared that recorded music would replace live performances, that people would stop buying sheet music, and that the art of music itself would be diminished.
This reaction is all too common. When we face change, we tend to:
- Focus on what we're losing
- Extrapolate those losses, imagining a domino effect of negative consequences
- Try to resist or fight the change, often making costly mistakes in the process
Why We Panic
Our panic response is rooted in our attachment to the status quo. We've grown comfortable with our current situation, and change threatens to disrupt that comfort. Moreover, we often tie our identity to our current circumstances. A job change, for instance, isn't just about a new role; it can feel like a threat to who we are.
This panic can be paralyzing. It can lead us to make poor decisions, miss opportunities, and suffer unnecessary stress. But it doesn't have to be this way.
Overcoming Panic
The key to overcoming panic, Feifer suggests, is to shift our focus from what we might lose to what we might gain. This isn't always easy, but it's crucial for moving forward.
Consider Sousa again. While he initially panicked about the new recording technologies, he eventually realized they offered immense opportunities. Recorded music allowed artists to reach wider audiences, make money while they slept, and create entirely new forms of art. It also spawned new industries and job roles, from audio engineers to DJs.
To overcome panic, try the following:
- Acknowledge your fears, but don't let them control you
- Look for potential gains and opportunities in the change
- Remember that change often brings unexpected benefits
Even if you can't immediately see how you'll benefit from a change, simply believing that there will be benefits can help you move past the panic phase. This shift in mindset is crucial for entering the next phase: Adaptation.
Phase 2: Adaptation - Finding Your Way in the New Landscape
The Importance of Purpose
Once you've moved past the initial panic, it's time to adapt. But how do you do that when everything seems to be changing? Feifer argues that the key lies in understanding your core purpose - your "why."
He illustrates this with the story of Foodstirs, a baked goods company. In 2019, Foodstirs planned to expand from selling baking mixes to offering packaged goods like brownies and doughnuts. Then the COVID-19 pandemic hit, and suddenly everyone wanted baking mixes, not pre-made treats.
The company could have panicked, but instead, they remembered their core purpose: bringing joy to people's lives. Whether through baking mixes or packaged goods, they were still fulfilling that mission. This realization helped them adapt to the unexpected change in market demands.
Finding Your "Why"
Your "why" is your foundation, the core purpose that remains constant even as circumstances change. It's different from your "what" - the specific actions or roles you undertake, which may shift over time.
To find your "why," ask yourself:
- What drives you, beyond money or status?
- What impact do you want to have on the world?
- What would you do even if you weren't paid for it?
Understanding your "why" provides stability amidst change. It helps you see how you can still fulfill your purpose, even if the methods change.
Proactive Adaptation
Feifer argues that successful adaptation isn't just about reacting to change - it's about initiating it. He shares the story of Sam Calagione, founder of Dogfish Head Craft Brewery, to illustrate this point.
In 2003, Calagione's 60 Minute IPA was incredibly popular, accounting for up to 80% of the brewery's sales. But instead of capitalizing on this success, Calagione made a bold move. He capped sales of the 60 Minute IPA at 50% of total sales and pushed customers to try his other beers.
Why? Calagione recognized that trends change. He didn't want Dogfish Head to be known only for its IPA, which could lead to trouble if IPAs fell out of fashion. By diversifying before he was forced to, Calagione ensured his brewery's long-term success.
This proactive approach to change offers several benefits:
- It gives you more control over the change process
- It allows you to adapt on your own terms and timeline
- It positions you ahead of the curve, rather than struggling to catch up
Strategies for Adaptation
To successfully adapt to change, consider these strategies:
- Identify your core "why" and how you can fulfill it in new ways
- Look for opportunities to initiate change before you're forced to
- Be willing to let go of what's working now for long-term success
- Stay flexible and open to new possibilities
Remember, adaptation isn't about completely reinventing yourself. It's about finding new ways to express your core purpose in a changing world.
Phase 3: New Normal - Embracing the Changed Landscape
The Challenge of the New Normal
Once you've adapted to change, you enter the New Normal phase. This is where the change has become your new reality. However, fully embracing this new reality can be challenging. Even if you've successfully adapted, you might find yourself longing for aspects of your old life or struggling to fully commit to the new way of doing things.
Feifer explains that this is normal. Our brains are wired to cling to familiar patterns and experiences. Even when we logically know that change is good for us, we might emotionally resist fully embracing it.
The Bridge of Familiarity
To help us transition more smoothly into the New Normal, Feifer introduces the concept of the "Bridge of Familiarity." This involves bringing elements of the past into your new reality to make it feel more comfortable and familiar.
He illustrates this concept with the story of the introduction of automatic elevators in the 1950s. Despite the clear advantages of automatic elevators (they could operate 24/7 and weren't subject to operator strikes), people were initially afraid to use them. They felt unsafe without a human operator present.
To overcome this resistance, elevator manufacturers added a female voiceover to make announcements like "Going up" and "Going down." This simple addition provided a bridge of familiarity, making people feel like there was still a human presence in the elevator. As a result, people began to embrace the new technology.
Creating Your Own Bridge of Familiarity
To create your own Bridge of Familiarity:
- Identify elements from your past that you miss or that provided comfort
- Find ways to incorporate these elements into your new reality
- Use these familiar elements as a stepping stone to fully embrace the change
For example, if you've moved to a new city, you might decorate your new home with familiar items from your old place. If you've changed careers, you might find ways to apply skills from your old job in your new role.
Embracing the New Normal
As you become more comfortable with your new reality, it's important to fully commit to it. Half-hearted adaptation can leave you stuck between two worlds, unable to fully benefit from either.
To fully embrace your New Normal:
- Look for the advantages and opportunities in your new situation
- Be open to learning new skills or ways of thinking
- Connect with others who are thriving in similar circumstances
- Celebrate your progress and the positive changes you've experienced
Remember, the New Normal doesn't have to be perfect to be better than what came before. It's okay to acknowledge challenges while still appreciating the benefits of change.
Phase 4: Wouldn't Go Back - Fully Embracing the Change
The Ultimate Goal
The final phase in Feifer's framework is the "Wouldn't Go Back" moment. This is when you've not only adapted to the change but have come to prefer your new reality so much that you wouldn't want to return to your old ways even if you could.
Reaching this phase is the ultimate goal of navigating change. It's where you can fully appreciate the benefits of the change and leverage them to create a better future for yourself.
The 99-Percent-There Problem
However, Feifer notes that many people get stuck just short of this phase. He calls this the "99-percent-there problem." You've adapted to the change and are functioning well in your new reality, but something is still holding you back from fully embracing it.
To illustrate this, Feifer shares the story of Square, the mobile payment company. When Square introduced its small credit card reader for mobile devices, it revolutionized how small businesses could accept payments. Many competitors tried to copy Square's success by creating similar devices, but most failed.
Why? Because they focused solely on replicating the device itself, missing the other crucial elements that made Square successful. They were 99 percent there, but that missing 1 percent made all the difference.
Finding Your Missing 1 Percent
To reach your Wouldn't Go Back moment, you need to identify what's holding you back - your missing 1 percent. This could be:
- A skill you need to develop
- A mindset shift you need to make
- A relationship you need to build or change
- A resource you need to acquire
Feifer suggests looking for your "but really" factor. This is the underlying reason for your success or struggle that might not be immediately apparent.
For example, Square's success wasn't really about the card reader device, but really about how they addressed multiple issues in the small business sector, including building relationships with credit card companies and lowering processing fees.
Strategies for Reaching Wouldn't Go Back
To identify and address your missing 1 percent:
- Reflect on what's working well in your new situation and why
- Consider what's still challenging or uncomfortable
- Ask yourself what would make you fully embrace this change
- Look for the "but really" factor in your situation
- Be willing to make further adjustments or investments to fully leverage the change
Remember, reaching the Wouldn't Go Back phase doesn't mean everything is perfect. It simply means that you've found a new way of doing things that you prefer to your old methods.
Practical Applications of the Four Phases
Now that we've explored each of the four phases, let's look at how this framework can be applied to various life changes.
Career Changes
When facing a career change:
Panic Phase: Instead of focusing on the security or status you might lose, consider the new skills you'll gain and the exciting challenges ahead.
Adaptation Phase: Identify your core professional strengths and values. How can you apply these in your new role or industry?
New Normal Phase: Bring familiar elements from your old job into your new one. This could be as simple as using a familiar organizational system or as complex as applying a unique skill set in a new context.
Wouldn't Go Back Phase: Fully commit to your new career path. Seek out opportunities to excel and innovate in your new field.
Technological Changes
When adapting to new technologies:
Panic Phase: Rather than fearing job displacement, consider how the technology could make your work more efficient or open up new opportunities.
Adaptation Phase: Focus on how your human skills can complement the technology, rather than compete with it.
New Normal Phase: Find ways to integrate the new technology into your existing workflows, creating a bridge between old and new methods.
Wouldn't Go Back Phase: Become an expert in leveraging the new technology to achieve better results than were possible before.
Personal Life Changes
When dealing with personal changes like moving to a new city or ending a relationship:
Panic Phase: Instead of dwelling on what you're leaving behind, focus on the new experiences and personal growth opportunities ahead.
Adaptation Phase: Identify your core values and personal goals. How can this change help you align more closely with these?
New Normal Phase: Bring comforting elements from your old life into your new situation, while remaining open to new experiences.
Wouldn't Go Back Phase: Fully embrace your new life, appreciating how it allows you to be a better or happier version of yourself.
The Importance of Resilience and Flexibility
Throughout "Build for Tomorrow," Feifer emphasizes the importance of developing resilience and flexibility. These qualities are crucial for navigating change successfully.
Resilience allows you to bounce back from setbacks and persevere through challenges. It's what helps you move from the Panic phase to Adaptation, even when things are difficult.
Flexibility, on the other hand, is about being able to adapt your approach as circumstances change. It's what allows you to create effective Bridges of Familiarity and find your "but really" factor.
To build these qualities:
- Practice mindfulness to stay grounded during times of change
- Cultivate a growth mindset, seeing challenges as opportunities to learn
- Build a strong support network to help you through difficult transitions
- Regularly step out of your comfort zone to build your change muscles
Remember, becoming good at navigating change is a skill that can be developed over time. The more you practice, the better you'll become at moving through the four phases quickly and effectively.
Embracing Continuous Change
One of the key messages in "Build for Tomorrow" is that change is not a one-time event, but a constant in our lives. As soon as we adapt to one change, another is likely on the horizon.
Rather than seeing this as a burden, Feifer encourages us to view it as an opportunity. Each change we navigate successfully makes us more resilient, more adaptable, and better prepared for future changes.
By mastering the four phases of change, we can:
- Reduce the time we spend in unproductive panic
- Adapt more quickly and effectively to new situations
- Find opportunities where others see only threats
- Create a life and career that continually evolves and improves
Conclusion
In "Build for Tomorrow," Jason Feifer provides a valuable framework for navigating change in our fast-paced world. By understanding the four phases of change - Panic, Adaptation, New Normal, and Wouldn't Go Back - we can move through transitions more smoothly and effectively.
The key takeaways from the book include:
- Change is inevitable, but our response to it is within our control
- Focusing on potential gains rather than losses can help us overcome initial panic
- Understanding our core purpose helps us adapt more effectively
- Proactively initiating change can give us a competitive advantage
- Creating Bridges of Familiarity can ease our transition into new situations
- Identifying and addressing our "missing 1 percent" can help us fully embrace change
- Developing resilience and flexibility is crucial for long-term success in a changing world
By applying these principles, we can not only survive change but thrive in it. We can build for tomorrow, creating a future that's not just different, but better than what came before.
Remember, the goal isn't to eliminate discomfort or uncertainty - these are natural parts of the change process. Instead, the aim is to move through these feelings more quickly and productively, emerging on the other side stronger, more adaptable, and better prepared for whatever changes come next.
In a world of constant change, those who can navigate transitions effectively will have a significant advantage. By mastering the four phases of change, you're not just preparing for the future - you're actively building it. So embrace change, look for opportunities, and keep building for tomorrow.