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The Human Element: Overcoming the Resistance That Awaits New Ideas


How do you get people to say yes to a new idea or innovation? The deep assumption of most marketers, innovators, business executives, activists, or anyone else in the business of creating change, is that the way to sell an idea is to focus on heightening its appeal. We instinctively believe that if we add enough value, people will say “yes”. But by focusing on the forces of attraction, innovators often neglect the other half of the equation – the Frictions that inhibit work against the desired behavior we seek in others. Frictions are the psychological forces that operate against change. Though rarely considered, identifying, understanding and overcoming these Frictions is essential to successfully achieving our for innovation goals. By examining these Frictions, readers will come to understand the unexpected reasons why the ideas and initiatives they are most passionate about get rejected. This book will teach you how to identify and disarm these forces of resistance, and help you discover how to turn the Frictions that hold us back into important catalysts for change.




Loran Nordgren, David Schonthal

Date Published



Nordgren, Loran, and David Schonthal. 2021. The Human Element: Overcoming the Resistance That Awaits New Ideas.


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