As the pace of innovation accelerates, human behavior, not technological restraints, will be the deciding factor of whether products are adopted or discarded. If new products and services are to positively impact our lives, they must find a gateway into our daily routines.
According Fogg, “People are generally resistant to teaching and training because it requires effort. This clashes with the natural wiring of human adults: We are fundamentally lazy. As a result, products that require people to learn new things routinely fail.”
The lesson of the California Roll is simple — people don’t want something truly new, they want the familiar done differently. Interestingly, this lesson applies just as much to the spread of innovation as it does to tastes in food.