The Human Element
The Human Element
Overcoming the Resistance That Awaits New Ideas
About the Book
Most of us operate on a deep assumption: the belief that the best (and perhaps only) way to convince people to embrace a new idea is to heighten the appeal of the idea itself. We instinctively believe that if we add enough value, people will eventually say “yes.” This reflex leads us down a path of adding features and benefits to our ideas or increasing the sizzle of our messaging – all in the hope of getting others on board. We call this instinct the “Fuel-based mindset.”
By focusing on Fuel, innovators neglect the other half of the equation – the psychological Frictions that oppose change. Frictions create drag on innovation. And though they are rarely considered, overcoming these Frictions is essential for bringing new ideas into the world.
About the Authors
Loran Nordgren is a Professor of Management and Organizations at the Kellogg School of Management. David Schonthal is a Clinical Professor of Innovation & Entrepreneurship at Northwestern University’s Kellogg School of Management.