Thomas Samuel Kuhn was an American historian and philosopher of science whose 1962 book The Structure of Scientific Revolutions was influential in both academic and popular circles, introducing the term paradigm shift, which has since become an English-language idiom.
Kuhn in 1973
A paradigm shift is a fundamental change in the basic concepts and experimental practices of a scientific discipline. It is a concept in the philosophy of science that was introduced and brought into the common lexicon by the American physicist and philosopher Thomas Kuhn. Even though Kuhn restricted the use of the term to the natural sciences, the concept of a paradigm shift has also been used in numerous non-scientific contexts to describe a profound change in a fundamental model or perception of events.
Kuhn used the duck-rabbit optical illusion, made famous by Wittgenstein, to demonstrate the way in which a paradigm shift could cause one to see the same information in an entirely different way.