A "paradigm" is a term
that we have borrowed from the Greeks.
There are many other terms
that people have used
interchangeably with paradigm,
so just for example,
perspective, or model, or state of mind,
and in the field of innovation
we often refer to it as dominant design,
as a product or service
that maybe evokes a perspective
or that we associate
with a particular view or model.
And that we have become so accustomed
to that we don't even realize it anymore.
We take it for granted.
And these paradigms are not solely
cognitive or mental,
but they also become entrenched
in practices and systems,
in procedures and conventions,
and because they are around
for quite some time,
they often can also not be questioned.
They are, we say, normative.
They have some degree of sacredness
also because they are often shared by
competitors, suppliers, and other parties.
And, therefore, it should not surprise us
that paradigms are often protected
and changes are resisted.
If they are taking place,
if these changes are taking place,
we often observe stress, discomfort,
people become quite upset about it.