The Business of Change: Understanding How Entrepreneurs Profit from Resistance to Change
Introduction
Change is a fundamental part of life. Whether we like it or not, the world around us is constantly evolving—new technologies emerge, industries transform, lifestyles shift, and even personal circumstances change. Under normal circumstances, people should accept and embrace change as a natural progression of life. However, the reality is that most people resist change.
This resistance often comes at a high cost. People spend enormous amounts of time, money, and energy trying to hold on to old ways, even when change is inevitable. But while most people struggle against change, successful entrepreneurs take advantage of this very resistance to build powerful business empires.
They do this in two main ways:
By smoothing the inevitable patterns of change – helping people transition easily.
By providing soothing experiences after change – making people comfortable so they stop missing the past.
This article will break down this concept, explain how entrepreneurs make money from it, and suggest practical ways to capitalize on this opportunity.
Understanding the Concept: Why People Resist Change
1. Fear of the Unknown
People feel safe with what they know. Change introduces uncertainty, making them anxious about the future. Instead of embracing something new, they prefer to stick with familiar habits, systems, or products.
💡 Example: Many businesses hesitated to adopt digital marketing because they were comfortable with traditional advertising methods. Those who provided digital marketing training, tools, and agencies made millions by helping businesses transition.
I once heard people interacting about the change of leadership and I was impressed by someone’s statement he made to win the debate which he seemingly had already lost. He said, “I better stick with the devil I know than the angel I don’t know.” This was a clear illustration of the price one can willingly pay only to maintain certainty.
2. Emotional Attachment to the Past
People form strong emotional connections to things they have used or done for a long time. This creates a natural resistance to switching to new products or ways of doing things.
💡 Example: Companies like Coca-Cola and Pepsi keep reintroducing vintage packaging and flavors to attract customers who feel nostalgic about their childhood. They sell "new experiences" while making people feel connected to the past.
3. Inconvenience of Learning Something New
Change often requires effort—learning new skills, adjusting routines, or adapting to different environments. People resist change because it disrupts their comfort.
💡 Example: Microsoft and Apple make billions by designing easy-to-use interfaces that help users transition to new technologies without much difficulty.
4. Financial and Social Investment in the Old Way
Some changes require financial investment, making people reluctant to switch. Additionally, societal pressures (family, colleagues, or traditions) can make people hesitant to change.
💡 Example: When electric cars became more popular, many people resisted buying them because they had already invested in gasoline cars. Tesla and other electric car companies solved this by offering incentives and making electric cars more appealing.
How Entrepreneurs Make Money from Resistance to Change
1. Making Change Smoother
Entrepreneurs who understand that people resist change build businesses that make transitions easier.
Tech companies: Apple, Microsoft, and Google design their products to feel familiar, even when introducing new technology.
Business consultants: Experts help companies transition from outdated business models to modern ones.
Healthcare professionals: Therapists and life coaches help people cope with changes in personal life or careers.
2. Selling Comfort After Change
When people cannot avoid change, they look for things that make them feel better about it. Businesses that provide comfort experiences make money in these situations.
Streaming services (Netflix, Spotify): Help people escape reality and adjust to new circumstances.
Luxury brands (Gucci, Rolex): Sell status symbols to people who feel insecure about changes in their financial or social status.
Fast food & comfort items (McDonald's, Starbucks): Provide familiarity and emotional relief in uncertain times.
3. Monetizing Nostalgia
Some businesses make money by reminding people of the past while selling them something new.
Fashion brands: Nike, Adidas, and luxury brands bring back old designs in new styles.
Retro gaming and entertainment: Nintendo and PlayStation re-release classic games with modern graphics.
Classic car restorations: Companies restore old cars with modern features, appealing to those who love classic designs but need modern technology.
Practical Ways to Make Money from This Concept:
If you want to start a business that takes advantage of people’s resistance to change, here are some ideas:
1. Create a Business That Helps People Transition Easily
Offer consulting services that help businesses or individuals adapt to new technologies or market trends.
Build a website or mobile app that simplifies difficult transitions (e.g., a job-switching platform).
2. Sell Comforting Products or Services
Start a business selling comfort items like nostalgic foods, stress-relief products, or relaxation services.
Develop an entertainment platform that provides distraction and comfort during stressful life changes.
3. Offer a Service That Modernizes the Past
Sell modern versions of classic items (e.g., smart typewriters, modern vintage clothing).
Start a YouTube channel or blog about historical trends and how they are evolving in the present.
4. Build a Business Around Education and Guidance
Offer courses that help people transition to new career fields.
Create a subscription-based newsletter that updates people on new industry trends in a way that feels familiar and easy to understand.
Take home message:
Change is unavoidable, but people will always resist it. Successful entrepreneurs recognize this and build businesses that either help people transition smoothly or provide comfort during the process. Whether it's through making change easier, selling nostalgia, or offering soothing experiences, there are many ways to profit from human resistance to change.
Side panel right