GC THE FIELD GUIDEGREGORY CREW
GREGORY CREWTHE FIELD GUIDE

ESSAY 10

Respect the Norm. Challenge the Norm

The Trash Cart

When I was ten years old, my stepfather handed me a new chore: taking out the trash.

We lived on a property just over an acre. To a kid, the house felt far from everything, but it felt especially far from the street.

My stepfather walked me through the routine. Gather the garbage from the house. Bring it out to the main cans. And the night before collection day, haul those cans all the way down the driveway to the road.

It sounded simple. But reality is different when you are ten.

The driveway wasn't paved. It was just lawn with a couple of rows of uneven dirt tire tracks where the grass had stopped growing. The main garbage cans were chest-high on me. They had awkward, round bottoms that made them completely unbalanced the moment you tipped them backward.

My stepfather was tall and strong. For him, the cans were easy. He would just pick them up—sometimes two at a time, without the lids even coming off—and lumber down to the street like it was no big deal.

The system was designed for his strength. Not mine.

Because I couldn't muscle them down the way he did, I had to make multiple, exhausting trips—hauling one heavy, awkward can down the uneven dirt tracks, walking all the way back up to the house empty-handed, and doing it again.

I hated it. It was tedious. It was exhausting. And most of all, it felt wildly inefficient. (and it was usually close to dark)

I decided I was going to change the rules.

My first attempt at innovation was a rope. I figured if I tied two of the heavy cans together, I could pull them both at the same time and cut my trips in half.

In practice, the round bottoms caught the uneven dirt ruts halfway down the yard. Both cans tipped over, spilling a week's worth of garbage across the grass. I spent twice as long picking up trash by hand as I would have just doing it the old way.

But I didn't want to go back to the old way.

My next attempt was a sturdy piece of tin. I tipped a heavy can onto the sheet metal and used it like a sled, dragging it down the tire tracks. It wasn’t graceful. It dug into the dirt, caught on the grass, and was incredibly clumsy to steer.

But it worked.

My stepfather had been watching this process unfold. He saw the spilled trash. He saw the tin sled.

A lot of people would have told me to stop messing around and just do it the way I was taught. But he saw exactly what I was trying to do. He stepped in, not to correct me, but to collaborate.

Together, we found some scrap wood and a set of old lawnmower wheels. We spent the afternoon building a custom cart. When it was finished, it held three full cans at once.

What had started as a dreaded, exhausting, multi-trip chore was now handled smoothly in a single walk. And with the lawnmower wheels, I didn't even have to fight the rutted dirt tracks anymore—I just rolled the cart right alongside them on the smoother grass.

I think about that cart a lot in business.

There is a phrase you hear constantly in boardrooms and on job sites: “This is how we’ve always done it.”

It is a comfortable phrase. It feels safe. It honors the past. But left unchecked, it usually just means your team is dragging chest-high cans down rutted dirt tracks.

Often, those broken processes were built by someone with a different kind of “strength.” A founder with endless hours to muscle through the inefficiencies. A manager with deep institutional knowledge who could carry the load without the lids falling off. The system worked for them, so it became the standard.

But when they hand that process to the rest of the team, the wheels fall off. It looks like bloated data entry that takes four hours when it should take ten minutes. It looks like forcing people to use a path that no longer makes sense, just because the ruts are already there.

But here is the catch—and it is the part most leaders miss: You cannot improve a process until you have faithfully endured it.

If I hadn't hauled those cans by hand, I wouldn't have known what the actual problem was. I wouldn't have known how the weight shifted, or why the rope failed in the dirt tracks, or where the friction lived.

I had to execute the flawed system to understand its limitations. You have to carry the weight before you know how to build the cart.

And when you do decide to change it, you have to be willing to spill the trash. In business, we love the idea of the finished, efficient cart. We hate the reality of the rope and the clumsy tin sled. But you rarely get to the elegant solution without making a mess first.

Real innovation isn’t about hastily abandoning a process just because it is tedious. It’s about sticking with it long enough to pinpoint exactly what needs to change. It is the careful balance between the discipline to do the work, and the courage to test a better way.

And if you are a leader watching your team drag a tin sled? Don't tell them to get back to the old way. Look at what they are trying to solve. Step in and help them build the cart.

Don’t get stuck on “how we’ve always done it.” But don’t skip the work it takes to understand it, either.

Do the heavy lifting. Find the friction. And then build the cart.

Fresh eyes can spot friction quickly, but understanding reveals which friction actually matters.

Share this page

Send someone a page that meets them where they are.