A paradigm refers to distinct concepts or thought patterns. In science it refers to solutions for a time. And that is the sting – solutions for a time. In retail there are certain paradigms, just as there are in many other sciences. For example, ‘your first markdown is your best markdown’. Or ‘don’t spend your advertising dollar on getting rid of rubbish’ or ‘retail is detail’. The paradigm becomes reality after a while until there are unexpla
ined anomalies that build up and the paradigm is challenged. We then have a paradigm shift.
Paradigm shifts are most dramatic in areas that are mature and stable. For example, someone comes up with a theory that ‘retail is not detail’ and puts forward a plausible argument. A paradigm shift then becomes a possibility for a 180 degree turn in retail philosophy.
Perhaps one of the most famous paradigm shifts in science occurred when Lord Kelvin said in the late 19th century that there was nothing new to be discovered in physics. Five years later Albert Einstein published his theory on relativity which challenged theories that had been used for more than two hundred years.
The opposite of a paradigm shift is paradigm paralysis.
These terms refer to both physical science and social science (where retail more comfortably sits).
Occasionally paradigm paralysis rears its ugly head in retail. How does one deal with a CEO who, on being offered a better alternative to the way part of his organisation operates, responds with “well, we are doing okay with things as they are”? This is a true life example of a response received from a CEO, and reeks of stagnation and a slow and painful death for the CEO, organisation, or both.
The problem with paradigm shifts is that it means change on an unprecedented scale. We all know how hard change is even on a small scale, so multiply this exponentially and it takes a brave person to make a paradigm shift.
In the corridors one will hear mutterings of “we shouldn’t throw the baby out with the bathwater”, or “this could put a hole beneath the waterline”. This mindset will test the resolve of the strongest minded CEO, which begs the question can paradigm shifts happen? The answer is clearly, yes. The next question is, can paradigm shifts happen using internal resources? The answer again is clearly yes. The last question is, are paradigm shifts more likely to happen with outside intervention?
If you believe that the answer to this question is no, and if you really need to change direction dramatically, then proceed and make changes.
If you believe that the answer is yes, you need outside help.
I have not done any research on this matter, but gut feel tells me which is more likely to succeed.
Stuart Bennie is a retail consultant at Impact Retailing www.impactretailing.com.au and can be contacted at stuart@impactretailing.com.au or 0414 631 702
