Creeping normality

Creeping normality (also called gradualism, or landscape amnesia) is a process by which a major change can be accepted as normal and acceptable if it happens slowly through small, often unnoticeable, increments of change. The change could otherwise be regarded as remarkable and objectionable if it took place in a single step or short period.


Creeping normality can be toxic (see “The drift to low performance“). But we can also use it for good (see “Stone Soup“).

If there’s a better tool for pushing radical cultural or technical changes through a company, I don’t know it.

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