The Power of Idea Inertia: Why Great Ideas Stick Around

Imagine you're a doctor in 1847. You've just finished dissecting a corpse and you're about to deliver a baby. Would you wash your hands first?

If you're thinking "Of course!", you might be surprised to learn that in 1847, this simple act was considered radical – even ridiculous. Ignaz Semmelweis, a Hungarian physician, dared to suggest that doctors should wash their hands before treating patients.

His reward? Ridicule, ostracism, and a one-way ticket to career oblivion.

But why? How could something so obvious to us today be rejected so vehemently then? The answer lies in psychological forces that shape our thoughts, beliefs, and reality.

The stubborn persistence of old ideas

We often think of our beliefs as rational, carefully considered viewpoints. But many of our ideas stick around simply because they've been around for a long time. It's Newton's first law of motion applied to thoughts: ideas in motion tend to stay in motion.

This mental inertia isn't just a quirk of human psychology—it's a force that can make or break businesses, shape scientific progress, and even determine the course of history. There’s still a persistent myth that high-fat diets are universally bad for health from the 1940s, despite being debunked decades ago.

The German physicist Max Planck put it bluntly when he said, "Science advances one funeral at a time." Planck's observation hits on the foundations of idea inertia. Sometimes, the momentum of old ideas is so strong that it takes a generational shift to make way for new ones.

Harness the power of idea inertia

Idea inertia isn't inherently good or bad. It's a tool, and like any tool, its value depends on how we use it.

Understanding idea inertia gives us a superpower. We can:

1. Be intentional about the ideas we choose to amplify
2. Recognize when our own mental inertia might be holding us back
3. Develop strategies to give our best ideas the momentum they need to make a difference

By harnessing the power of idea inertia, we can break through the noise and make our ideas stick.

Turning small pushes into big waves

So, how can you harness the power of idea inertia in your own life and work?

1. Make the nerds geek out: Find your early adopters, the enthusiasts who will get excited about your idea simply because it's new and different. These are your idea ambassadors.

PayPal didn't try to appeal to everyone right away. Instead, they focused on tech enthusiasts who got excited about sending money through their PalmPilot. When the nerds geek out, it creates a cult-like attraction that can snowball into mainstream adoption.

2. Trade up the chain: Start small and build momentum. Share your idea in niche communities, on smaller platforms. As it gains traction, leverage that attention to reach larger audiences.

This was author Ryan Holiday's strategy for marketing his book "The Obstacle Is The Way." He started by sending copies to sports teams, then leveraged small podcast appearances to get coverage on niche sites. This eventually led to a feature in Sports Illustrated, causing the book to sell out. The key? Giving the idea small pushes of momentum that built up over time.

3. Persistence pays: Remember, in marketing “great advertisement wears in, not out.” Don't be afraid to repeat your message. Each repetition is another push, adding to your idea's momentum.

When Nike first introduced “Just Do It” in 1988, it was just another tagline. But Nike didn't use it once and move on. They repeated it. They put it on billboards, in TV commercials, print ads, and on social media. They paired it with powerful images of athletes pushing their limits. At first, it was just words. But with each repetition, each context, each emotional connection, the idea gained momentum. It wore in. Now, over three decades later, "Just Do It" isn't just a slogan – it's a cultural touchstone, a motivational mantra that transcends sports. That's the power of persistence in action.

We're all in the business of ideas. 

Whether you're an entrepreneur launching a startup, a writer crafting a novel, or a parent instilling values in your children, you're constantly putting ideas into the world. The question is: are your ideas sticking?

Understanding idea inertia isn't just about marketing or business strategy. It's about recognizing the impact our ideas have on shaping the world around us. It's about taking responsibility for the mental momentum we create.

Take that idea that's been simmering in the back of your mind, give it a push, and watch it gain momentum.