“The Most Dangerous Phrase in the Language Is, ‘We’ve Always Done It This Way'” – A Digital Wake-Up Call from Grace Hopper
In a world driven by innovation, where digital tools evolve almost daily and customer expectations shift rapidly, there’s one phrase that still lingers like a stubborn cobweb in the corners of too many boardrooms and businesses:
“We’ve always done it this way.”
Those seven words might sound harmless, even logical. They offer a sense of safety and predictability. But as legendary computer scientist Grace Hopper famously pointed out, this mindset can be lethal to innovation, growth, and competitiveness.
Who was Grace Hopper – and why does her voice matter in 2025?
Rear Admiral Dr. Grace Murray Hopper (1906–1992) was a true tech trailblazer. One of the first women to earn a Ph.D. in mathematics from Yale, she later joined the U.S. Navy and made her mark on the earliest days of computing. Hopper helped develop the Harvard Mark I computer during World War II and played a pivotal role in designing COBOL, a programming language that brought computing to businesses in a practical, user-friendly form.
But more than her technical achievements, Hopper stood out for her mindset. She believed in challenging assumptions, questioning inefficiencies, and constantly pushing boundaries. Her now-famous quote about the dangers of doing things “the way they’ve always been done” captures a core truth that still rings loud in today’s fast-moving digital age.
The cost of comfort in the digital world
At O’Brien Media, we work with businesses of all sizes – from solo entrepreneurs to established brands – and one thing we’ve consistently seen is how easy it is to settle into comfort zones. Whether it’s sticking with an old website that’s “good enough,” avoiding social media because it seems overwhelming, or ignoring SEO because it’s “too complicated,” the result is often the same: missed opportunities.
Here’s the thing. The internet never stands still. Your competitors aren’t waiting. Your customers are discovering new expectations and platforms all the time. What worked even two years ago might be holding you back today.
So, what does it mean to embrace a Grace Hopper mindset in business?
It means being willing to ask the hard questions:
- Is our website really serving our goals, or is it just sitting there?
- Are we connecting with the right audience through our social media, or are we posting out of habit?
- Do we understand what people see when they search for us online?
- Are we doing things because they work, or just because they’re familiar?
Challenging the norm doesn’t mean throwing everything out – it means being open to better ways of working. And that’s where we come in.
How O’Brien Media helps you rethink and refresh
Our team is all about helping businesses break free from outdated methods and embrace smarter, more effective digital solutions. Here’s how we bring that Grace Hopper energy into everything we do:
- Website Design & Development – We create custom-built websites that don’t just look good but perform brilliantly across devices. Every website is tailored to the unique goals of the business, with intuitive editing and smart integrations.
- Search Engine Optimisation (SEO) – We help businesses show up where it matters – at the top of Google’s search results. From keyword strategy to technical SEO fixes, we focus on real, lasting improvements.
- Social Media Marketing – Posting for the sake of posting isn’t our style. We help businesses build engaging, consistent content strategies that connect with the right people – and actually generate results.
- E-Commerce Solutions – Whether you’re launching your first product or scaling up, we build secure, user-friendly e-commerce platforms that convert. We work with Shopify, WooCommerce, and BigCommerce to find the best fit.
- Branding & Content Creation – A brand is more than a logo – it’s how people feel when they interact with your business. We help craft compelling visuals and messaging that leave a lasting impression.
Real results come from real change
Some of our most successful projects started with clients saying, “We’re not sure what we need – but we know what we have isn’t working.” And that’s perfectly okay. In fact, it’s the first step to doing something better.
By ditching “the way it’s always been done,” you create space for strategy, creativity, and transformation. It’s how businesses go from static to standout.
A message for businesses still on the fence
If your website hasn’t had a refresh in years, or your digital marketing feels like it’s going through the motions, now is the time to challenge the routine. Don’t wait until competitors overtake you or until you have to change.
Grace Hopper didn’t settle for average. Neither should you.
Let’s get started on your next chapter
If you’re ready to leave behind outdated strategies and explore what your digital future could look like, we’re here to help. Our office in Old Town, Swindon is always buzzing (with ideas and coffee), and we love nothing more than helping businesses grow in new directions.
Email: hello@obrienmedia.co.uk
Call us: 01793 239239
Let’s stop doing things the old way and start doing things your way – better, bolder, and built for the future.