In the early 20th century, German psychologist Max Wertheimer conducted an experiment to study problem-solving approaches. Participants were given a set of nine dots arranged in a square and asked to connect them with four straight lines without lifting their pencil. While the solution required extending the lines beyond the boundaries of the square, most participants overlooked this option. Instead, they tried to confine their solution within the square, resulting in failure or a cumbersome solution.
This experiment revealed the “Einstellung effect,” ( Einstellung means “attitude” in German) also known as the “single-mindedness effect” ( which highlights the tendency of relying on previously learned techniques rather than exploring new and potentially simpler solutions when faced with new problems.
Building upon Wertheimer’s work, psychologist Abraham Luchins conducted similar experiments involving water jugs, further confirming the occurrence of this phenomenon. The Einstellung effect represents a mental shortcut our brains take when encountering situations that are similar, but not identical, to those we’ve faced before. These shortcuts conserve cognitive energy and can be efficient, but they also introduce biases in decision-making.
While harmless in games or casual settings, the Einstellung effect can have detrimental consequences for individuals, teams, or organizational leaders when considering new ideas or opportunities.
Blockbuster, once a dominant player in the video rental industry with over 9,000 stores worldwide, failed to adapt to new technologies and consumer trends. They clung to their traditional brick-and-mortar model while competitors swiftly embraced digital distribution. As a result, Blockbuster filed for bankruptcy in 2010.
Similarly, Kodak, a household name in photography, failed to recognize the potential of digital cameras in the 1990s. Instead, they focused on their traditional film business. Even as digital cameras gained popularity, Kodak prioritized legacy film products, resulting in a sharp decline in revenue and eventual bankruptcy in 2012.
Nokia, once the world’s largest mobile phone manufacturer with a 40% market share in 2007, also fell victim to the Einstellung effect. They became complacent, unable to keep up with the rapid pace of innovation in the smartphone market. Slow to adopt touchscreen technology and the Android operating system, Nokia held onto its aging Symbian platform. Consequently, Nokia’s market share plummeted, and the company was eventually acquired by Microsoft in 2014.
The Einstellung effect in human behavior arises from several factors. First, our instinct is to rely on what we already know when faced with a problem. Familiarity feels comfortable, even if exploring new options may be more effective. Leaders must challenge their assumptions and be aware of their biases. Additionally, cognitive biases like confirmation bias, where we seek information that confirms our beliefs, can influence decision-making.
Time and budget constraints often drive leaders to find quick and reliable solutions. This sense of urgency can trigger a bias towards previously learned techniques rather than innovative solutions. Wertheimer’s experiment demonstrated that humans naturally organize information into patterns to make sense of the world, known as the principle of Gestalt psychology. When confronted with something new, we instinctively search for patterns and connections to understand it. This explains why storytelling can be a powerful tool in shaping our perception of reality.
Moreover the experiment shed light on the fascinating boundaries of our perception. Often, we are inclined to assume that our experiences present an unadulterated truth. Yet, our perception is intricately molded by past encounters, personal convictions, and anticipations. In essence, the manner in which a narrative unfolds possesses an uncanny ability to sway us, irrespective of its alignment with reality.
Whatever the scope of your role – as a leader driving transformational change, a team tasked with coming up with new solutions, or an individual trying to break out of stalled career trajectory, remember these words from John Maynard Keyes, “ The difficulty lies not so much in developing new ideas, but in escaping old ones”.
Remember the Einstellung Effect.
