Paradigm Shift: How to Change Perspective With Purpose

Changing perspective is essential to creative thinking, evolving in our ever changing world, and creating better business practices, but doing it can be a challenge. At BrightHouse, we pursue changing perspectives by creating and exploring “paradigm shifts” for our clients.


BrightHouse is the home of purpose and we are a family of thinkers. We think full-time. In our off-time, on a walk, or in the shower, but most preferably at BrightHouse, all together over our wooden conference table, in what we call an ideation. When we ideate, creatives and strategists come together to share our ideas. Through all the exciting ideas flying around, you’ll often hear a single question, most often posed by our resident Guru of Strategy and Chief Strategy Officer, Dolly Meese that resonates through the room: “What is the paradigm shift?”

What is a paradigm shift, and what’s its relation to purpose?

In true BrightHouse fashion, to define a ‘paradigm shift,’ we’ll take a look at its ethos and the genesis of the term.

The term, ‘Paradigm shift’ dates back to 1962 and a book called “The Structure of Scientific Revolutions” by Thomas Kuhn, a well-known physicist, philosopher and historian of science, who introduced the now-widespread term to popular culture. In the context of his book, Kuhn posited two types of scientific changes; normal incremental developments, and scientific revolutions, that punctuate these normal periods of development by involving a paradigm shift.

In this sense, a paradigm shift is “an important change that happens when the usual way of thinking about or doing something is replaced by a new and different way.” The same way that a paradigm shift is a measure for a revolutionary idea in science, so is it in business – and for us, that revolutionary idea is purpose.

But why a paradigm shift is core to our purpose work? Our purpose process is based on a quote attributed to Aristotle: “Where your talents and the needs of the world intersect, therein lies your vocation.” Vocation, which derives from the Latin word, ‘vocare’ means ‘calling’ or as we know it, purpose. After we investigate what’s unique, authentic and distinctive about our client, and tap our luminaries for divergent yet analogous insights on society today, we sit back down and around our wooden table and ideate. We seek to build bridges and connect dots to uncover what our client’s timeless purpose looks like today. The criteria for a purposeful idea is that it must be: big, simple and brilliant, relevant and unexpected, but most importantly, it must change our client’s perspective of themselves and the value they can bring to the world.

Although BrightHouse is the home of purpose, it’s also the home of paradigm shifts. We’re more than a family of thinkers, we’re a family working for social change and revolutionary business practices.

And look for more information about the impact of purpose here at BrightHouse on the blog. Stay up-to-date by subscribing. And be sure to follow us on Twitter and LinkedIn for the latest insights on purpose. 

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