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The Human Element: Overcoming the Resistance That Awaits New Ideas

Loran Nordgren, David Schonthal

Watch your most innovative ideas take flight by overcoming the forces that resist change The Human Element is for anyone who wants to introduce a new idea or innovation into the world. Most marketers, innovators, executives, activists, or anyone else in the business of creating change, operate on a deep assumption.

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Book Information

Publisher: Wiley.
Publish Date: 10/05/2021
Pages: 256
ISBN-13: 9781119765042
ISBN-10: 1119765048
Language: English

What We're Saying

November 30, 2021

The five best Marketing & Sales books of 2021 all focus on the primary importance of people and connecting to others in meaningful ways. READ FULL DESCRIPTION

November 18, 2021

"The authors who make up this year’s Porchlight Business Book of the Year Awards longlist gift us with a feast of new ideas to explore and, even more valuable, a renewed sense of possibility.” READ FULL DESCRIPTION

Full Description

Watch your most innovative ideas take flight by overcoming the forces that resist change

The Human Element is for anyone who wants to introduce a new idea or innovation into the world. Most marketers, innovators, executives, activists, or anyone else in the business of creating change, operate on a deep assumption. It is 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. The Fuel-based mindset explains so much of what we do, from adding countless trivial features to software, to bolting a sixth blade onto a shaving razor.

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. The Human Element highlights the four Frictions that operate against innovation. Readers will discover:

  • Why their best ideas and initiatives often get rejected - despite their undeniable value
  • How to disarm the forces of resistance that act against change
  • How to transform the very Frictions that hold us back into catalysts for change

Perfect for business leaders, product managers, educators, and anyone else who seeks to bring new and exciting ideas to life, The Human Element is an indispensable resource to help people overcome the powerful forces of human nature that instinctively resist change.

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