Build for Tomorrow

“Change is inevitable, but how you react to it determines your success tomorrow.”

1. Panic Often Comes from the Fear of Loss

When we're faced with sudden changes, we often fixate on what we're losing. Just as John Philip Sousa feared the impact of the phonograph on his career, people tend to panic when they imagine all the things they’ll miss out on. This fear can cloud our judgment and make the change seem much worse than it actually is.

This mindset isn’t merely about the change itself. It’s deeply tied to our emotional relationship with what we already have. Our connections to familiar routines, friendships, or professional roles can make us feel like we’re losing a part of ourselves, making change even scarier. The prospect of letting go can feel daunting and overwhelming.

In addition to this, we often create a snowball effect of loss in our minds. For instance, losing a job seems to automatically lead us to fear financial instability, strained relationships, and even personal failure. Often, this is not based in reality but stems from our inability to see beyond the immediate disruption.

Examples

• John Philip Sousa’s fear that recorded music would ruin the live performance industry.
• Moving cities and assuming you’ll lose all your friends.
• Worrying a job change will destroy your professional identity.

2. Focusing on Gains Can Alleviate Panic

Rather than concentrating on losses, we can restructure our perspective to focus on what change might bring. When we look beyond the immediate disruption, we often find a world of new opportunities and gains waiting for us.

Take Sousa again. What he initially saw as career-ending technology eventually allowed musicians to expand their reach globally. Similarly, major shifts like these often lead not only to new gains for individuals but also entirely new industries or roles that didn’t exist before.

The power of believing in the potential benefits of change is transformative. Even when the gains aren't immediately obvious, holding on to the belief that opportunities are hidden somewhere within the chaos can help you push through fear and move to a state where you’re more prepared to adapt.

Examples

• Musicians finding global audiences thanks to radio and the phonograph.
• The rise of audio engineering jobs due to new recording technology.
• People embracing remote work during the pandemic and discovering better work-life balance.

3. Grounding Yourself in Your Purpose

In times of change, people often feel as though their identity is getting lost. If your industry evolves, or your role shifts, it’s easy to wonder who you are without the things you’ve built your life around. The real key lies in understanding your why—your deeper purpose that persists no matter how everything else changes.

Let’s examine Foodstirs. The company’s “what” (selling baked goods) evolved multiple times, but their core “why” (bringing joy to people’s lives) remained steady. Focusing on your core motivation helps ground you and ensures you adapt without losing sight of what truly matters.

When you differentiate your “why” from your “what,” it becomes much easier to adapt. Your methods of achieving your purpose may change, but your sense of self remains intact, and that keeps you focused and resilient.

Examples

• Foodstirs pausing its rebrand to return to baking mixes that met their customers’ needs.
• A journalist transitioning to digital media while still championing truth-telling.
• A fitness trainer pivoting to online sessions but maintaining their commitment to healthier lifestyles.

4. Take Initiative Before Change Forces You

One of the greatest lessons in embracing change is to get ahead of the curve. Instead of waiting for the inevitable shift to blindside you, take control by initiating the change yourself. Being proactive allows you to manage transitions more smoothly and strategically.

The story of Sam Calagione from Dogfish Head Craft Brewery illustrates this perfectly. When one of his products became too successful, he saw the longer-term risk of being pigeonholed as a single-product brewer. By capping its sales and encouraging customers to try different beers, he diversified his brand and preserved its relevance.

Taking the first step toward change may feel risky, but it ensures you don’t get left scrambling to catch up. Making proactive decisions puts you in a much better position to navigate change on your own terms.

Examples

• Sam Calagione reducing sales of his best-selling beer to focus on breadth.
• Companies launching before disruptions, as Netflix did with streaming.
• Professionals upskilling in anticipation of changing industry trends.

5. Build Familiarity to Embrace the New Normal

When stepping into something new, keeping a connection to the past can make it feel less intimidating. People naturally resist the unfamiliar, but by linking it to something they already know, you can ease the transition.

Elevator manufacturers in the 1950s introduced friendly voiceovers to make people comfortable with automatic elevators. This simple addition helped bridge the gap between the old and the new. Whether it’s adding a nostalgic touch or linking new technology to familiar practices, this principle makes any transition easier.

Adopting this mindset can help us make changes feel less alien. By incorporating familiar features into the new routine, we smoothen the adjustment process for ourselves and others.

Examples

• Elevators adding female voiceovers to replicate a human presence.
• Hybrid cars offering engine sounds to simulate traditional vehicles.
• Remote workplaces creating virtual coffee breaks to mimic office habits.

6. Beware of the "99-Percent-There" Problem

Being close to fully embracing change doesn’t always mean you’re all the way there. Sometimes, just a small overlooked element can make all the difference in your journey from discomfort to a full embrace of the new reality.

Jim McKelvey’s experience with Square showed this. While competitors copied the physical reader device, they overlooked the major work Square had put into connecting with credit card companies to reduce fees. That missing piece—the last 1 percent—was what set Square apart.

As you evaluate your New Normal, ask yourself what might still be lacking. Often, the things that hold you back are small details that, once addressed, can bring everything together more seamlessly.

Examples

• Square overcoming challenges by solving processing fees.
• Adding missing features to a new app to ensure functionality.
• Revisiting details of a product launch to cover missed opportunities.

Takeaways

1. When facing change, remind yourself of potential gains and opportunities to break free from a fear-based mindset.
2. Regularly evaluate your deeper purpose to keep yourself grounded and adaptable during transitions.
3. Don’t wait for change to overwhelm you; take the first step to anticipate and direct its course.