Among other things it’s important that people think that of themselves as having the agency to solve big problems; that innovation and entrepreneurship—basically just pioneering new paths—is one of the things that it’s normal to do with your life. I have written a bit about that here and here.
You can try to do that at scale by trying to impact pop culture, and I don’t doubt that works to some degree. But I think the challenge is you are trying to convince someone that people like you can innovate too; and there is an inherent distance between what’s in pop culture and yourself for most people, simply because most people are not the subject of movies, TV shows, profiles, etc. More effective if it’s your brother or classmate or coworker who models the innovative career path, since it’s a small leap to think “if they can do it, why not me?”
Where are we strong?
Across the sweep of history, the contemporary USA has got to be in the top 5% for it’s cultural support for innovation. But I think that’s mostly because the default state through human history has been so bad, rather than that we are so good![1] But it could be a lot worse! Elon Musk was person of the year in 2021!
It’s true that a lot of people are down on innovation, but I think to some degree that has to be an inevitable part of the kind of free society you want where lots of different perspectives (itself important for innovation!) are welcome and collide. A world with universal acclaim for innovation and progress would itself be kind of stifling. But that’s not to say we have the balance right already.
Where are there opportunities for improvement?
In my experience, different regions of the USA differ a lot in terms of what you ambitious people think they should do with their energies, and indeed how ambitious they should be. In some places, the ambitious thing to do might be to go to an Ivy League school, and then to be funneled into finance or medicine or something. In others, it’s to found a startup. In my own home state, neither of these was particularly emphasized. I think it would be great if people had a bit more exposure to what ambition means in different places, to broaden their own views about what a good life means. Not everyone would opt to be an innovator, but I think at present a lot of people who should probably are not because they simply don’t consider it much.
Joe Henrich’s book The Secret of our Success has some really interesting examples of traditional societies where if you tried to be innovative and more efficient than your peers, you would end up subtly killing yourself. In a world where humanity’s causal knowledge about how the world works is weak, innovation probably is dangerous to the individual, and so society’s rationally encouraged doing things the traditional way.