“First they ignore you, then they laugh at you, then they fight you, then you win.”

This famous saying, often attributed to Gandhi, captures the predictable phases of resistance bold new ideas face. But here’s a thought: when you’re having a critical reaction to an idea, have you ever stopped to wonder if you’re the “they” in this quote?

Let’s be honest: most of us have been “they” at some point. Confronted by an idea that felt too ambitious or disruptive, we’ve dismissed it, mocked it, or even fought against it. It’s a natural reaction. But recognizing this pattern gives us an opportunity to rethink how we respond to innovation.

I had a similar reaction when Tesla began building out its Supercharger network in the 2010s. Teslas are niche, I thought. Why bother building an expensive Supercharger network across the country for a car so few people buy?

From Niche Network to North America’s EV Charging Standard

Back in the early 2010s, when Tesla started building out their Supercharger network, it seemed like an absurd gamble. Electric vehicles were a niche market, and critics questioned the wisdom of building infrastructure for cars that few people were buying.

Fast forward to today, and that vision has paid off spectacularly. The Tesla Model Y became the best-selling car in the world in 2023, outselling even household names like the Toyota Corolla. Today, Tesla holds ~54% of the U.S. EV market, with its expansive Supercharger network cementing its position as a leader in the EV ecosystem.

So, remember that charging network they were building for niche cars? Those cars are now not only mainstream but leading the market. On top of that, Tesla’s once-proprietary charging connector has been adopted as the North American Charging Standard (NACS) by major automakers like Ford, GM, Hyundai, and Kia.

GenAI: A New Wave of Disruption

Right now, we’re seeing a similar dynamic play out in the world of Generative AI. From AI-powered chatbots to creative tools and devices, many ideas are being tried—some groundbreaking, others less successful. Just as with Tesla, the ideas that seem audacious or unnecessary today might define the future.

So, the question isn’t whether these ideas will face resistance—they will. The real question is how we respond when faced with disruptive innovation. Will we be dismissive, mocking, or combative? Or will we approach it differently?

How to Respond to Disruption: A Framework

Here’s a framework to rethink how we react to bold ideas:

Stage	Typical Reaction	How to Act Differently	Mindset Shift
1. Ignoring	Dismissive, uninterested	Be Curious:  – Ask questions, seek to understand. – Explore the potential impact or value of the idea.	From  dismissiveness  to  openness.
2. Laughing	Mockery, superiority	Show Respect:  – Acknowledge the effort behind the idea. – Consider what you might be overlooking.	From  arrogance  to  humility.
3. Fighting	Defensive, resistant	Collaborate:  – Engage constructively, offer thoughtful critiques. – Look for mutual benefits.	From  defensiveness  to  problem-solving.
4. Winning (They Win)	Resentment, bitterness	Be Graceful:  – Recognize their success, learn from it. – Adapt to the new reality and grow.	From  resentment  to  admiration & growth.

Let’s Not Be “They”

The next time you find yourself resisting a new idea, pause and reflect. Are you acting out the predictable script of ignoring, laughing, or fighting? What would happen if, instead, you leaned into curiosity and collaboration?

This is especially critical in today’s world, where social-media algorithms amplify the loudest and most critical voices. The platforms we engage with are designed to reward controversy and negativity, often creating an echo chamber that reinforces skepticism and resistance. Recognizing this dynamic makes it even more important to be mindful of how we react.

And here’s the thing: those typical dismissive reactions? That’s exactly what disruptors are counting on. They know the easiest way to avoid scrutiny is to start in a weird, overlooked niche. The start might be an expensive sports car, like Tesla’s Roadster, or a barely working tool that seems more like a gimmick than a product.

Or it might be something as simple as Gandhi’s Salt March—a 240-mile non-violent trek to the sea to make salt, which the British dismissed as trivial. But it wasn’t just about salt; it was a strategic masterstroke. By targeting something as essential and universal as salt, Gandhi turned a seemingly small act into a symbol of self-reliance and defiance, mobilizing millions across India.

That’s the point—they start small, quietly gathering momentum and learnings, until they redefine entire industries—or entire communities and nations.

The framework I shared can help us look past the noise and uncover the nuggets of potential hidden in these early, misunderstood ideas. Because if Tesla’s story—and GenAI’s unfolding one—teach us anything, it’s this: the ideas we ridicule today might just be the ones that shape tomorrow.

Just as Gandhi’s Salt March, dismissed by the British as insignificant, became the spark for a movement that reshaped history, the next big transformation often starts with an idea that seems too small or strange to matter—until it does.

Here’s my final example: How Steve Ballmer reacted to the launch of iPhone in 2007:

And here’s him, recounting his greatest regret:

Let’s not be “they.” Let’s be better.