Creating success outside the norm
Back in the 1990s this guy called Joseph Overton came up with a concept called the Overton Window. He argued that regardless of how politicians feel, they are bound by limits on what they can suggest and get away with in society's culture.
In the context of culture and trends, the Overton Window suggests that society picks and chooses what is and isn't mainstream at any given time.
By picking and choosing what is in and what isn’t, society can also decide when things deviate from the norm.
The Overton Window, identifies six stages that a society passes through to change cultural attitudes. The six stages are:
Unthinkable
radical
acceptable
sensible
popular
policy
16 years ago, the idea of getting in to a car with a stranger that wasn't an official taxi or letting a stranger stay in your home would have been crazy.
Back then, we didn't see these things as acceptable. In fact, we probably viewed them as extreme, unrealistic, or even harmful. The idea of AirBnb was not only unthinkable, but also quite radical.
When ideas fall within the Overton Window, they are more than likely to be accepted.
You see, the window is culture driven. It moves. And in culture, things change every day, month, year, decade and century.
What's acceptable today won’t be acceptable tomorrow.
Take for instance the mullet. I've seen kids as young as 4 years old rocking this once ridiculed 90s look recently.
And when we look at fashion, denim jackets, cargo pants, and even those so-called "Dad shoes" are coming back into trend.
The Window of Business Opportunties
In business, the Overton Window can help you appear innovative as you create new chances for growth and success by looking outside of what is acceptable currently.
If the competition is working hard to remain acceptable in the eyes of the public, wouldn't you want to differentiate yourself to stand out?
I know I would.
Every now and then, a small number of companies emerge to take risks in promoting 'radical' ideas. They come along and shift the range of what is acceptable in a given community or culture.
The Big idea!
You can use the Overton Window to your advantage. The window offers a range of ideas that can be considered acceptable and popular in a given society or community at any given time. By understanding the range and how far you can push it, you can find opportunities to offer new ideas that are just outside the window — but not too far that they are dismissed. Take small steps, test, measure and see what you can do to separate yourself from the mainstream. By being "just" ahead of the time, you can shake up the usual and stick in the minds of people for longer.