Loran Nordgren and David Schonthal share how to overcome the resistance to new ideas in new book, The Human Element
Hoboken, NJ (October 5, 2021) - 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 changemakers learn that they have to overcome the deeply rooted frictions that oppose the very nature of change. In the new book, The Human Element: Overcoming the Resistance That Awaits New Ideas, authors Loran Nordgren and David Schonthal share a revolutionary new take on how to expose and eliminate those frictions that create such drag on innovation.
The Human Element explains 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. The authors also describe the Four Frictions—inertia, effort, emotion, and reactance—that operate against every innovative new idea, product, or service, and how to overcome them.
Drawing on decades of experience in design thinking and behavioral science, Nordgren and Schonthal deliver an insightful “how-to” guide to getting your invaluable new ideas incorporated into the lives of the people you’re trying to reach. Perfect for anyone trying to introduce a new idea or innovation into the world, The Human Element: Overcoming the Resistance That Awaits New Ideas belongs in the libraries of marketers, innovators, executives, activists, and others who hope to change the way anyone does anything.
The Human Element is available wherever books and eBooks are sold.
About the authors:
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.
David Schonthal is Clinical Professor and Director of Entrepreneurship Programs at the 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.
About the Book: The Human Element: Overcoming the Resistance That Awaits New Ideas by Loran Nordgren, David Schonthal (October 2021, ISBN: 9781119765042, 256 pages, Hardcover $27.00)
Media Contact: For review copies, interviews with the author, excerpt requests or any more information, please contact Amy Laudicano, Wiley, [email protected].