The Human Element: Overcoming the Resistance That Awaits New Ideas
Loran Nordgren · David Schonthal
Nov 2021 · Gildan Media · Narrated by Peter Lerman
3.3star
3 reviewsreport
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7 hr 13 min
Unabridged
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About this audiobook
The Human Element is for anyone who wants to introduce a new idea or innovation into the world. Most marketers, innovators, executives, and activists operate on a deep assumption. It is the belief that the best 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.
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.
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.
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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3.3
3 reviews
About the author
Loran Nordgren is a Kellogg professor of management. 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.
David Schonthal is an award winning professor of innovation and entrepreneurship at Northwestern University's Kellogg School of Management. 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.
Peter Lerman is a narrator from the heart of New York City: Brooklyn born and raised. He has appeared onstage as Horace Vandergelder in Hello Dolly, Bobby Gould in Speed-the-Plow, the Governor of Texas in Best Little Whorehouse..., Jonathan Brewster in Arsenic and Old Lace, and Lenny in Rumors.
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