The power of systems is a concept we often underestimate, yet it’s what defines industries, shapes behaviors, and drives our world. Invisible yet influential, these systems dictate everything from market trends to how people make decisions. To succeed, understanding these underlying forces is non-negotiable. Steve Jobs once said, “You can’t connect the dots looking forward; you can only connect them looking backward.” This is especially true when analyzing the systems governing industries and behaviors—they’re the dots that connect everything.
“You can’t connect the dots looking forward; you can only connect them looking backward.”
Systems create structures. Think of the global fast-food industry, a well-oiled machine. Behind every burger and fry lies a system that coordinates sourcing, production, marketing, and distribution. What appears as a simple meal is the result of synchronized forces working invisibly in the background. The same applies to behavioral trends. Why do viral dances or challenges explode on platforms like TikTok? It’s not just luck. Algorithms and user interaction systems amplify what resonates, crafting trends that seem organic but are orchestrated by invisible forces.
A brilliant example of leveraging systems is Tesla. They didn’t just sell electric cars—they disrupted the traditional auto industry by creating a system where the product, charging infrastructure, and direct-to-consumer sales worked together. By owning more of the ecosystem, Tesla shaped not only what people bought but how they thought about transportation. This was a lesson in reshaping the system to redefine the behavior.
But systems don’t always work in your favor. They can create barriers that feel impenetrable. For instance, small businesses often struggle against monopolistic systems designed to favor established giants. Yet, the key lies in finding leverage points. Think about how independent coffee shops survive against global chains. They don’t outsize the competition—they outspecialize. By emphasizing locally sourced beans, personalized service, and a sense of community, they appeal to values that larger systems ignore.
We also see the power of systems in digital spaces. Social media platforms are built to maximize engagement. The algorithms driving them are fine-tuned systems designed to keep you scrolling. Ever wonder why some posts dominate your feed while others disappear? It’s not random. The system amplifies what aligns with its goals, shaping behaviors and influencing industries like advertising and content creation. The same applies to search engines. Keywords, backlinks, and page authority create a ranking system that decides which pages you’ll see first, profoundly impacting business visibility.
Take another look at the rise of sustainable brands. Why are they booming? It’s not just consumer demand; it’s also the shift in systems. Governments offering green subsidies, investors prioritizing ESG (Environmental, Social, and Governance) criteria, and consumers choosing ethical products all feed into a systemic change. Brands that adapt their systems to align with sustainability are not only doing good but staying competitive. A prime example is Patagonia, a brand that integrates sustainability into every level of its operations—from supply chains to marketing—creating a loyal customer base driven by shared values.
Now, let’s talk about behavioral systems. People don’t act in isolation. They’re influenced by invisible networks of expectations, habits, and environments. For example, urban planning systems dictate how people commute. Build better bike lanes, and you’ll see a rise in cycling. Similarly, grocery store layouts aren’t random. Essentials like milk are often placed at the back to make you walk through aisles filled with impulse buys. The system nudges you toward buying more without you even realizing it.
Understanding systems is also vital in industries on the brink of disruption. Look at the music industry’s transition from physical CDs to streaming platforms. Spotify didn’t just sell music access—it changed the system of music consumption. By offering curated playlists, algorithmic recommendations, and a freemium model, they shaped new behaviors around how we discover and enjoy music. The invisible force here was convenience, married to technology, creating a system that feels indispensable.
The lesson? To thrive, don’t fight the system—work with it or reinvent it. Focus on what’s scalable and sustainable. As Seth Godin aptly put it, “The system will change as soon as we make the culture change.” This applies to industries and individual businesses alike. By recognizing patterns, adapting processes, and spotting inefficiencies, you can create a system that works in your favor.
“The system will change as soon as we make the culture change.”
Here’s a practical takeaway: map out the system impacting your industry. Identify leverage points where you can make the most impact. If you’re in e-commerce, optimize for algorithms by investing in SEO and personalization. If you’re in retail, create an experience that transcends transactions. The goal is not to replicate the system but to innovate within it.
One final thought: the power of systems isn’t just in their design but in their adaptability. Markets evolve, behaviors shift, and what worked yesterday may not work tomorrow. The most resilient businesses are those that embrace this dynamism, staying flexible and open to reinvention. It’s not about predicting the future but building systems that thrive in uncertainty.
