Novelty vs action

Nerds, geeks, early adopters: they do things because they’re fresh and new and might not work. They’re novel.

Most people, though, hesitate in the face of novelty. Because novelty is risky. Shoes with goldfish in the heels. The latest techno-ska-punk track. The new kind of phone…

The reason we haven’t taken systemic action is that it’s scary, not because it isn’t novel enough.

If you want more people to take more action, make it safe, don’t make it interesting.

[PS In a month, it’s Halloween. Please don’t buy cheap chocolate.]