The New Shoes Principle: The Art of Giving to Get

The concept of making concessions for mutual benefit

Marcelo Oikawa
4 min readApr 1, 2024
Photo by Julia Margeth Theuer on Unsplash

Have you ever excitedly brought home a brand new pair of shoes, only to find your feet rebelling against the unfamiliar stiffness? It’s a classic struggle — your toes scrunch, your heels protest, and every step feels like a battle. But here’s the secret: through wear and tear, a beautiful compromise emerges. The leather softens, conforming to the curves of your foot, while your feet, in turn, adjust to the new support.

This is the essence of the “New Shoes Principle”: the art of giving to get in the world of concessions. It’s a principle that applies far beyond the comfort of your feet. Think about the difference between a casual sneaker and a climbing shoe. One prioritizes comfort above all else, while the other demands a near-symbiotic relationship with your foot for peak performance. And let’s not forget the ballerina, whose pointe shoes are an extreme example of initial discomfort leading to a remarkable display of grace, all thanks to the adaptation of both shoe and dancer.

Just like breaking in new shoes, successful compromises require time, effort, and a willingness to adapt from both sides.

The Power of Reciprocal Concessions

In a fast-paced high-tech company like Klarna. We got the request from the product team to build a “Buy Again” section within the app for the Black Friday. An ambitious deadline is set, and everyone wants an AI-powered recommendation engine to personalize the experience for each user. However, considering the tight three-week timeframe and budget constraints, implementing a complex AI solution becomes unrealistic.

This is where the “New Shoes Principle” comes into play. Through open communication and a willingness to adapt, the team proposes an alternative solution: a rule-based recommendation system. While it may not be as sophisticated as the initial vision, it delivers the core functionality within the deadline and allows for future upgrades. In this example, both the product team (conceding on the AI aspect) and the stakeholders (conceding on the ideal timeframe or budget) find a compromise that achieves a mutually beneficial outcome.

Prioritization and Resource Allocation: A Concession Dance

A crucial aspect of concessions involves managing resources and workload. Let’s revisit the world of Klarna. I got a call where a talented engineer from my team is requested to join a company-wide AI initiative. Loaning out such a valuable resource would undoubtedly benefit the broader company goals. However, for my team, losing such engineer would mean overloading the remaining members and jeopardizing ongoing projects.

Here, the “New Shoes Principle” translates to a negotiation around workload and priority. A successful compromise might involve managing stakeholder expectations. The team could acknowledge the importance of the company-wide initiative while communicating the impact on their own deliverables. This is a fair call to make. This might necessitate delaying some projects and adjusting timelines to accommodate the reduced capacity. Through this concession dance, both sides win — the company benefits from the engineer’s expertise on the larger initiative, while my team secures the understanding and support needed to maintain progress on their on-going projects with the adjusted resources.

The Enduring Power of the New Shoes Principle

Just like that first, uncomfortable wear of new shoes, navigating concessions can sometimes feel like a struggle. But remember, the initial discomfort paves the way for a future of perfect harmony between your feet and your shoes. Similarly, successful concessions, guided by the “New Shoes Principle,” lead to win-win outcomes in all aspects of life. By prioritizing open communication, calculated compromise, and a willingness to adapt, we, as engineers, managers, and individuals, can achieve remarkable results through the art of giving to get. So, the next time you encounter a situation ripe for concessions, remember the “New Shoes Principle.” Embrace the initial adjustment period, knowing that through effective communication and a willingness to adapt, a future of success and mutual benefit awaits.

Concessions: A Stepping Stone to Success

It’s important to remember that concessions themselves are not inherently bad. In fact, they are often a necessary step towards achieving a larger objective. Imagine two hikers tackling a challenging mountain trail. One might prefer a quicker, steeper ascent, while the other prioritizes a slower, more gradual climb. Through compromise, they might agree on a route that incorporates elements of both preferences. While neither gets their ideal path exactly, they both reach the summit — a win-win outcome achieved through the art of concession. The key lies in ensuring that both parties are progressing towards a shared goal, even if the path taken involves some adjustments.

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