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The human element : overcoming the resistance that awaits new ideas / Loran Nordgren and David Schonthal.

by Nordgren, Loran F.

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John Wiley & Sons, Inc., 2022.

Success in business -- Psychological aspects.

Entrepreneurship -- Case studies.

Persuasion (Psychology)

Psychology, Industrial.

9781119765042 (hc.)

Includes bibliographical references and index.

"As businesspeople, inventors, and managers know all too well, convincing people to adopt a new idea or behavior is only partly about the innovation itself. Successful change-makers learn that they have to overcome the deeply rooted Frictions that oppose the very nature of change. [The book] is a revolutionary new take on how, exactly, you can expose and eliminate those Frictions that create such drag on innovation. You'll learn about how increasing the appeal of the idea itself is only a part of the equation that unlocks widespread adoption of your idea, and why adding more features and benefits to your product or service doesn't seem to excite others in the same way it excites you. You'll also discover the Four Frictions - inertia, effort , emotion, and reactance --- tha operate against every innovative new idea, product or service and how to overcome them. With insightful commentary and revealing case studies, the accomplished authors draw on decades of experience in desigh thinking and behavioral science to deliver an actionable 'how-to' guide to getting your invaluable new ideas incorporated into the lives of the people you're trying to reach. (...)"--Jacket.

David Schonthal is an award-winning Professor of Innovation & Entrepreneurship at Northwestern University’s Kellogg School of Management. Outside of academia, David’s work in the fields of design, innovation consulting and venture capital have led to the creation and launch of over 200 new products and services around the world. Loran Nordgren, PhD, is a Kellogg Professor of Management. His research and teaching explores the psychological forces that propel and prevent the adoption of new ideas. Loran has received numerous awards for research and teaching, and has worked with companies throughout the world on a wide-range of behavior change problems, a process he calls behavioral design.

Schonthal, David (David Alan).

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