Definition

The perceived and actual necessity to continuously adapt and change to survive, or perhaps even thrive, against other people, organisms, or forces, who are taking similar action in an ever-changing climate.

The Red Queen is from Lewis Carroll’s novel “Through the Looking Glass.” She notes to Alice that in the Red Queen’s world, she’ll have to run as fast as she can to stay in place and twice as quickly to move forward.

The effect is an evolutionary hypothesis that organisms must constantly evolve to survive, reproduce, and hopefully gain an advantage.

Why Use It

In a forest, trees grow ever taller to seek out the sunlight, and the result of all that growth is access to the same amount of the sun. But if a tree didn’t grow fast enough or their light was obscured, then they may not be able to endure.

What holds for organisms is valid for working within the construct of society and attaining success. It’s crucial to maintain a pace comparative with others in your industry, and accelerating one’s growth might yield better outcomes.

When to Use It

In biomes, animals do not all evolve at the same rate. Some respond to their environment quicker than others, gain an advantage, and are more likely to survive.

If everyone in an industry is “running” as fast as possible, excellence may not be enough, and finding other ways to deliver value is necessary to be rewarded. Conversely, inertia results in falling behind others, leading to adverse consequences in the future.

While individual achievements make a difference in the short term, the key is they compound on one another and lead to more success on a longer time horizon.

How to Use It

Identify and circumvent the red queen effect. While keeping pace is essential to survival, delivering on the same terms as everyone else is a recipe for mediocrity.

For example, in business, when similar products have no significant advantage over the other, price-conscious consumers look for the cheapest one, forcing competitors to eat away at their margins or reduce manufacturing costs to reduce prices. Brands that play on price will likely see diminishing returns. As products are commoditized, the most prominent organizations win with scale. To be relevant, a brand must differentiate itself.

Similarly, in content, there is so much created every second, it becomes noise. Adding to that cacophony in a way that meets expectations feeds into the Red Queen Effect. Cutting through the “noise” with “signal” is an act of differentiation. For an artist, finding a voice or niche and articulating ideas clearly, is paramount.

Acknowledge your peers and their ambition. Level set the baseline of what is necessary to survive in your ecosystem. In places where other’s goals are related to your own and achievement is top of mind, place a premium on originality and innovation.

How to Misuse It

Don’t misinterpret or misjudge others in your space, what they can do, or the gaps you see that others are not focused on currently. Doing so could warp your perception of how to function and flourish in your chosen field.

Next Step

Consider the Red Queen Effect in your own life, your industry, and the forces at play in the world. Develop a better relationship with what would be considered the minimum effort required to keep pace in several places you have previously taken for granted. Utilize the exercise to identify gaps and opportunities. Expand your knowledge to make connections and discern new ways to excel.

Where it Came From

Leigh Van Valen coined the term “Red Queen Hypothesis” in 1973 to explain a part of the Law of Extinction. The hypothesis also goes by “Red Queen Effect” or “Red Queen’s Race.”