The Human Element

Overcoming the Resistance That Awaits New Ideas

By Loran Nordgren, David Schonthal

15min reading time / 27min listening time

About the Summary

Have you ever tried to introduce a new idea, innovation, or product to your customers or to the world, only to find that you hit roadblock after roadblock in getting people to adopt it? The problem isn’t lack of fuel — it’s that you haven’t reduced the friction. The Human Element is all about recognizing that no amount of pushing an idea or innovation forward is going to lead to adoption and acceptance. You have to reduce the four major types of friction — inertia, effort, emotion, and reactance. Whether you’re a business leader, entrepreneur, product or project manager, educator, or marketer, adopting a Friction-based mindset will transform the way you think about innovation and communicating that innovation to your audiences in a way that inspires adoption.

In This Summary, You Will Learn:

Why your best ideas get rejected despite their undeniable value.
How to disarm the forces of friction and resistance that stand in the way of real and powerful change.
How to turn the very Friction points that stop our momentum into effective catalysts for change.