The Maya Principle: Why Radical Innovation Needs Familiarity
When we think about innovation, it’s easy to focus on the technology itself, AI, the algorithms, the autonomous systems. But the truth is, even the most advanced innovations can fail if people aren’t ready to accept them. Human psychology plays a huge role in how innovations are received, and understanding this is key to designing products that actually get adopted.
Introducing Radical Innovation Without Scaring People
Take the “Ella,” for example, a fully autonomous, AI-powered vehicle. Technically, it doesn’t need a human driver. But it still has one inside. Why? Because people are more comfortable seeing a familiar presence behind the wheel. That human presence isn’t about control, it's about psychological comfort, helping passengers and bystanders adjust to a new reality.
This approach isn’t new. Back in 1899, Urea Smith created a “horsey horseless” carriage by putting a horse head on early cars. The goal was simple: make something radically new feel familiar. People weren’t ready for cars without horses, so Smith eased their transition with a touch of familiarity.
The Maya Principle: Balancing Futurism and Familiarity
Industrial designer Raymond Loewy coined the “Maya Principle,” which basically says: make futuristic products look familiar enough to be acceptable. Too alien, and users resist. Too ordinary, and the innovation doesn’t shine. The sweet spot is where novelty meets comfort, where people can imagine the benefits without being scared by the unknown.
Why People Resist Change
Resistance to change isn’t just a minor hurdle, it's a consistent human trait. Even when technology is safer, faster, or more efficient, people hesitate. This is especially true in industries like transportation, where trust and safety are critical. Ignoring this reality can slow down the adoption of life-changing innovations.
Risk, Insurance, and Adoption
Professionals in risk and insurance understand this well. New technologies come with perceived and real risks. Managing how people perceive those risks is just as important as solving the technical challenges. That’s why the “Ella” has a human driver—it reassures passengers, regulators, and insurers alike.
Designing for Psychological Comfort
Innovation isn’t only about what a product can do; it’s about how people experience it. By blending futuristic technology with familiar elements, we can reduce anxiety and increase adoption. The most successful innovations gradually introduce change, respecting both cognitive and emotional comfort.
Human-Centered Design Is Essential
At the core, innovation is about people. As designers and innovators, we need to empathize with our users, anticipate their fears, and craft solutions that feel approachable while still being advanced. Whether it’s autonomous vehicles or any other radical technology, human-centered design ensures our innovations are socially viable, not just technically possible.
The Takeaway
The Maya Principle reminds us that for radical innovation to succeed, familiarity matters. It’s not enough to create a technically superior product; you have to help people feel ready for it. When we respect human psychology, we create innovations that don’t just exist; they get adopted, appreciated, and celebrated.
Frequently Asked Questions
Q1. What is the Maya Principle in product design?
The Maya Principle, coined by Raymond Loewy, suggests designing futuristic products with familiar elements. This balance reduces resistance, making innovations feel approachable while still appearing novel and exciting to users.
Q2. Why do people resist adopting new technologies?
Humans naturally resist sudden changes, especially in areas impacting safety and daily routines. Resistance comes from uncertainty, fear of failure, and lack of familiarity. Gradual exposure, reassurance, and familiar design elements help overcome it.
Q3. How does familiarity affect innovation adoption?
Familiarity eases psychological discomfort, making users more likely to try new technologies. When products blend novelty with recognizable features, people feel safer and more confident, increasing adoption rates and acceptance of radical innovations.
Q4. Why do some autonomous vehicles still have human drivers?
Some autonomous vehicles include human drivers not for technical need, but for psychological comfort. Seeing a human behind the wheel reassures passengers, regulators, and the public, helping society gradually accept fully autonomous technology.
Q5. Why is human-centered design important for radical innovations?
Human-centered design ensures products meet both technical and social needs. By focusing on user comfort, behavior, and expectations, designers create innovations that are technically advanced yet socially viable, improving adoption and impact.
About the Author:
Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.