Why We Copy the Past: The Psychology of Innovation (and Why It’s Holding Us Back)

When faced with new technology or change, humans do something fascinating and a little frustrating.

We cling to what we already know.

It’s not that we don’t like innovation; it’s that we prefer the certainty of a known worst-case scenario over the uncertainty of the unknown. This simple truth explains why so many of our new ideas often look suspiciously like the old ones just wrapped in a shiny new interface.

When New Technology Feels Too Familiar

Think about the early days of the internet. What did we do?
We didn’t invent new formats, we just took newspapers and made them electronic. Instead of reimagining what storytelling or information could look like online, we simply digitized the old model.

The same thing happened when mobile technology came along. Microsoft, for example, tried to impose the desktop interface onto mobile devices: little windows, tiny buttons, the same layout. But mobile wasn’t meant to be a mini-desktop. It had its own strengths, touch, portability, and context that took years to fully embrace.

This pattern repeats itself again and again. New platform, same old mindset.

Copy-Pasting Our Way Into the Future

We’ve seen this in how organizations approach virtual events and online education.
Rather than using digital tools to create more interactive, engaging, or personalized experiences, we just moved PowerPoint decks and lectures to Zoom.

We copied the classroom instead of reinventing it.
We replicated the conference instead of rethinking it.

That’s the danger of sticking with what’s comfortable and we end up missing the opportunity to innovate.

The Creator Economy: A Real Small Business Revolution

Now, we’re seeing the same skepticism play out again this time with the creator and influencer economy.

People dismiss creators as entertainers or social media people. But make no mistake they’re building businesses.
They’re designing, marketing, and distributing content at scale.
They’re learning audience psychology, monetization, and brand partnerships often faster than legacy organizations can react.

The creator economy isn’t a sideshow. It’s the fastest-growing small business sector on the planet.

The Real Problem: 20th- Century Thinking in a 21st- Century World

Despite living in the most transformative period of human history, most organizations still operate with a 20th-century mindset.

They manage hierarchically. They plan linearly.
They evaluate risk based on old frameworks.

But we’re in a 21st-century world, one defined by speed, creativity, and infinite leverage. The old playbook doesn’t work here anymore. The companies (and individuals) that thrive will be the ones who are comfortable with uncertainty, who embrace new platforms not as imitations of the old world, but as blank canvases.

The Opportunity Ahead

The next frontier of innovation won’t be built by those who play it safe.
It’ll be built by those who embrace new platforms with new thinking not by replicating old models, but by reinventing them.

So the next time you’re tempted to copy what’s familiar, pause.
Ask yourself: What could this look like if we started from scratch?

That’s where the magic happens.
That’s where innovation lives.

Frequently Asked Questions

Q1. Why do people resist change even when it’s good for them?

Humans are wired to seek stability. Change triggers uncertainty, which our brains interpret as risk. This fear response makes people cling to routines or familiar systems, even if new ideas could improve their lives or work.

Q2. What is the psychology behind innovation?

The psychology behind innovation lies in curiosity, openness, and the courage to challenge norms. Innovators think differently, connect ideas across fields, and embrace uncertainty. They combine creativity with problem-solving to create value and drive meaningful change.

Q3. Why is innovation important even when imitating a successful business?

Even if a business starts by imitating others, innovation helps it evolve and stand out. It allows improvement in products, services, or customer experiences, creating a unique edge. Innovation ensures long-term growth, adaptability, and competitive advantage in a changing market.

Q4. What’s the difference between creativity and innovation?

Creativity is about generating new ideas. Innovation is turning those ideas into practical, valuable outcomes. Creativity sparks imagination; innovation applies it to solve problems or create meaningful change in the real world.

Q5. What role does mindset play in adapting to new technology?

A growth mindset helps people see technology as a tool for improvement rather than a threat. Fixed mindsets, on the other hand, resist change, fearing it will make old skills obsolete instead of seeing it as a chance to learn.

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.