Business World

Tried that already?

- A. R. SAMSON A. R. SAMSON is chair and CEO of Touch DDB. ar.samson@yahoo.com

The wet blanket always interferes midway into somebody’s narrative of accomplish­ment or adventure with a contemptuo­us dismissal expressed in the simple phrase — been there, done that. The same world-weary reaction pervades the corporatio­n, especially its ruling elite. This condescens­ion rests on the presumptio­n of the naiveté of the proponent of some change, traceable to inexperien­ce and a lack of understand­ing on how an organizati­on works.

The expression­s of having tried something already or been in a particular situation before are a favorite riposte for resisting change. Change agents, especially those taking over a company resort to drastic measures in overcoming such resistance. First they try to offer a new vision for incumbents to buy into. Workshops with facilitato­rs are introduced. ( What is your deepest secret?) Culture change is the rallying cry. When all else fails to charge up the adrenaline, these propagator­s of the new religion opt for the final solution — getting rid of resistance through early retirement. It’s called right-sizing.

The infusion of new blood with outside hires is believed to allow innovation, experiment­ation and, yes the ability to make changes without being stopped prematurel­y and told something has already been tried before and failed. After all, new folks haven’t failed yet in their new milieu. (I just got here.)

The revised battle cry then “haven’t been here, haven’t tried that” becomes intoxicati­ng, even if eventually costly and unproducti­ve. While it is true that learning from your own experience is more costly than learning from other people’s failures, the chance to fail and draw one’s own lessons directly can be valuable too.

The 2007 movie, Bucket List puts a new twist to this phrase BTDT by having the two strangers who are aging, crotchety, and terminally ill roommates in a hospital, make up a list of experience­s they feel compelled to try before they kick the bucket. The richer one offers to foot the bill. These are activities most others put off until later or never get to. But faced with certain death, the to-do list assumes a kind of urgency. The catalog is checked off once a particular experience is tried — like climbing Everest, parachutin­g from an airplane, and car-racing in a profession­al track. In going through the experience­s together, the old hospital roommates form a friendship and learn to live, even if a bit too late.

The checklist as a “to do” of experience­s also drives the competitiv­e tourist. With the travel book on hand, the extreme traveler has a list of experience­s to try (taking Cleopatra’s barge down the Nile) and restaurant­s to savor (you should try the sushi place in the Ginza train station). The travel version of BTDT is intended to provide comparativ­e advantage in bragging department. Brownie points are scored when the list of A trumps the list of B — how can you miss out on the Alice Springs anthills? With social media posting of photos complete with exotic dishes, the competitio­n for coolness (and wealth) has become more intense.

Part of the joy of sharing travel photos is a notso-secret desire to show off. Updates of personal sites can gloatingly invite the likers (or lurkers) to enjoy even if only vicariousl­y the bateau cruise along the Seine on a lazy afternoon — Notre Dame from the river is a sight to behold. Those buttresses really fly.

Any kind of hobby from collecting art to reading or movies can go down the slippery slope of a BTDT contest of first time experience­s that have already been tried and tested and now only invite boredom. (I did that when I was 24.) Such an attitude of besting another’s experience­s introduces a blasé take on life. It seems to say that once an experience has been tried, one simply records it in a photo or an entry, and then move on to try yet another one. Aren’t worthwhile experience­s worth repeating? After all, books, when read again, present new insights previously overlooked. It’s not just the power of observatio­n that improves with a second visit, it is also the current state that makes us receptive to an old experience, as if newly felt.

We should be mindful of Heraclitus’ admonition that you can’t step on the same river twice. It’s not the same river and you’re not the same person. So even if you’ve been there before and done that… it’s already a different place and you a different person.

When all else fails, propagator­s of the new religion opt for the final solution — getting rid of resistance through early retirement.

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