{"product_id":"the-human-element-isbn-9781119765042","title":"The Human Element","description":"\u003cp\u003e\u003cb\u003e\u003ci\u003eWall Street Journal\u003c\/i\u003e bestseller\u003cbr\u003e\u003cbr\u003eWatch your most innovative ideas take flight by overcoming the forces that resist change\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Human Element\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eBy 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. \u003ci\u003eThe Human Element\u003c\/i\u003e highlights the four Frictions that operate against innovation. Readers will discover:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhy their best ideas and initiatives often get rejected – despite their undeniable value\u003c\/li\u003e \u003cli\u003eHow to disarm the forces of resistance that act against change\u003c\/li\u003e \u003cli\u003eHow to transform the very Frictions that hold us back into catalysts for change\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePerfect for business leaders, product managers, educators, and anyone else who seeks to bring new and exciting ideas to life, \u003ci\u003eThe Human Element\u003c\/i\u003e is an indispensable resource to help people overcome the powerful forces of human nature that instinctively resist change.\u003c\/p\u003e \u003cp\u003eChapter 1: The Law of Attraction\u003cbr\u003e\u003ci\u003eThe battle between Friction and Fuel\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 2: Thinking in Fuel\u003cbr\u003e\u003ci\u003eThe reasons a Fuel-based mindset rules the world\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 3: Inertia\u003cbr\u003e\u003ci\u003eWhy we stick with what we know\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 4: Overcoming Inertia\u003cbr\u003e\u003ci\u003eHow to transform a novel idea into a familiar friend\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 5: Effort\u003cbr\u003e\u003ci\u003eWhy we follow the path of least resistance\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 6: Overcoming Effort\u003cbr\u003e\u003ci\u003eHow to build aerodynamic ideas\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 7: Emotion\u003cbr\u003e\u003ci\u003eWhy the best ideas produce the most anxiety\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 8: Overcoming Emotion\u003cbr\u003e\u003ci\u003eHow to quiet the fears that impede progress\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 9: Reactance\u003cbr\u003e\u003ci\u003eWhy we feel the impulse to resist change\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 10: Overcoming Reactance\u003cbr\u003e\u003ci\u003eHow to help your audience persuade themselves\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 11: Three Case Studies\u003c\/p\u003e \u003cp\u003eEnd Notes\u003c\/p\u003e \u003cp\u003eAcknowledgments??     \u003c\/p\u003e \u003cp\u003eAbout the Authors\u003c\/p\u003e \u003cp\u003eIndex\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDAVID SCHONTHAL\u003c\/b\u003e is an award-winning Professor of Innovation \u0026amp; Entrepreneurship at Northwestern University’s 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eLORAN NORDGREN, PhD,\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003eAs 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Human Element: Overcoming the Resistance That Awaits New Ideas\u003c\/i\u003e is a revolutionary new take on how, exactly, you can expose and eliminate those Frictions that create such drag on innovation. You’ll learn about 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. You’ll also discover the Four Frictions—inertia, effort, emotion, and reactance—that operate against every innovative new idea, product, or service, and how to overcome them. \u003c\/p\u003e\u003cp\u003eWith insightful commentary and revealing case studies, the accomplished authors draw on decades of experience in design thinking and behavioral science to deliver an insightful “how-to” guide to getting your invaluable new ideas incorporated into the lives of the people you’re trying to reach. \u003c\/p\u003e\u003cp\u003ePerfect for anyone trying to introduce a new idea or innovation into the world, \u003ci\u003eThe Human Element: Overcoming the Resistance That Awaits New Ideas\u003c\/i\u003e belongs in the libraries of marketers, innovators, executives, activists, and others who hope to change the way anyone does anything.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePraise for THE HUMAN ELEMENT\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"An engrossing read on what it takes to open other people's minds. A leading psychologist and a crackerjack entrepreneur team up to demystify the science and practice of convincing people to let go of the status quo. If you've ever been frustrated by people rejecting an innovative idea or refusing a constructive change, this book might just be what you need.\"\u003cbr\u003e\u003cb\u003e—Adam Grant,\u003c\/b\u003e #1 \u003ci\u003eNew York Times\u003c\/i\u003e bestselling author of \u003ci\u003eThink Again\u003c\/i\u003e and host of the TED podcast WorkLife\u003c\/p\u003e \u003cp\u003e\"There's always something standing between ourselves and innovation: an overwhelming and very human resistance to change. The insights Loran Nordgren and David Schonthal surface are important reminders of the care and attention designers need to bring a new idea to life and to build our shared future.\"\u003cbr\u003e\u003cb\u003e­—Sandy Speicher,\u003c\/b\u003e CEO of IDEO\u003c\/p\u003e \u003cp\u003e\"Why is it that customers looking at new products or services that would dramatically change their lives or business for the better find it so hard to embrace and adopt them? \u003ci\u003eThe Human Element\u003c\/i\u003e cracks the code. It describes the four forces that act against innovation and provides entrepreneurs the insights and tools on how to overcome them. This book is essential reading for any entrepreneur or innovator looking to accelerate adoption of disruptive innovation.\"\u003cbr\u003e\u003cb\u003e—Steve Blank,\u003c\/b\u003e Eight-time entrepreneur-turned-educator and originator of the Lean Startup movement\u003c\/p\u003e \u003cp\u003e\"What invisible forces slow or stall even our best innovation efforts? Schonthal and Nordgren identify four 'Frictions' that get in the way, and then tell us how to overcome them. \u003ci\u003eThe Human Element\u003c\/i\u003e is full of insights for designers, innovators, and executives alike.\"\u003cbr\u003e\u003cb\u003e—Tom Kelley,\u003c\/b\u003e Three-time bestselling author of \u003ci\u003eTen Faces of Innovation, The Art of Innovation,\u003c\/i\u003e and \u003ci\u003eCreative Confidenc\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Human Element\u003c\/i\u003e pulls back the curtain on the psychological forces that stop people from embracing new ideas and adopting new products. Whether you’re a creator looking to execute or an executive looking to create, this book is a timely read.\"\u003cbr\u003e\u003cb\u003e—Daniel H. Pink,\u003c\/b\u003e Author of \u003ci\u003eWhen, Drive,\u003c\/i\u003e and \u003ci\u003eTo Sell Is Human\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"An engrossing read on what it takes to open other people's minds. A leading psychologist and a crackerjack entrepreneur team up to demystify the science and practice of convincing people to let go of the status quo. If you've ever been frustrated by people rejecting an innovative idea or refusing a constructive change, this book might just be what you need.\"\u003cbr\u003e--\u003cb\u003eAdam Grant\u003c\/b\u003e, #1 New York Times bestselling author of \u003ci\u003eThink Again\u003c\/i\u003e and host of the TED podcast \u003ci\u003eWorkLife\u003cbr\u003e\u003cbr\u003e\"\u003ci\u003eThe Human Element\u003c\/i\u003e pulls back the curtain on the psychological forces that stop people from embracing new ideas and adopting new products. Whether you're a creator looking to execute or an executive looking to create, this book is a timely read.\"\u003cbr\u003e--\u003cb\u003eDaniel H. Pink\u003c\/b\u003e, \u003c\/i\u003eAuthor of\u003ci\u003e \u003ci\u003eWhen, Drive, \u003c\/i\u003e\u003c\/i\u003eand\u003ci\u003e\u003ci\u003e To Sell Is Human\u003c\/i\u003e\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003e\"Why is it that customers looking at new products or services that would dramatically change their lives or business for the better find it so hard to embrace and adopt them? \u003ci\u003eThe Human Element\u003c\/i\u003e cracks the code. It describes the four forces that act against innovation and provides entrepreneurs the insights and tools on how to overcome them. This book is essential reading for any entrepreneur or innovator looking to accelerate adoption of disruptive innovation.\"\u003cbr\u003e--\u003cb\u003eSteve Blank\u003c\/b\u003e, Eight-time entrepreneur-turned-educator and originator of the Lean Startup movement\u003c\/p\u003e \u003cp\u003e\"Too often marketers rely on features, benefits and promotion as the way to get customers to adopt a new product or service. But as it turns out, this is only half of the marketing formula. \u003ci\u003eThe Human Element\u003c\/i\u003e makes a critical contribution to the world of marketing by identifying the four primary Frictions that inhibit consumers' desires to adopt new offers. This book shows readers not only how to forecast these Frictions, but more importantly, how to overcome them. \u003ci\u003eThe Human Element\u003c\/i\u003e is a must read for anyone attempting to launch something new.\"\u003cbr\u003e--\u003cb\u003ePhilip Kotler\u003c\/b\u003e, \"The Father of Modern Marketing\", Author of over 80 books and Professor Emeritus at the Kellogg School of Management\u003c\/p\u003e \u003cp\u003e\"Adoption of your products and services is key to innovation success. Let this book be your guide.\"\u003cbr\u003e--\u003cb\u003eAlex Osterwalder\u003c\/b\u003e, Innovation Thought Leader, Best-selling author of \u003ci\u003eBusiness Model Generation\u003c\/i\u003e and originator of the Business Model Canvas\u003c\/p\u003e \u003cp\u003e\"What invisible forces slow or stall even our best innovation efforts? Schonthal and Nordgren identify four \"Frictions\" that get in the way, and then tell us how to overcome them. \u003ci\u003eThe Human Element\u003c\/i\u003e is full of insights for designers, innovators, and executives alike.\"\u003cbr\u003e--\u003cb\u003eTom Kelley\u003c\/b\u003e, 3-time, Best-selling author of the \u003ci\u003eTen Faces of Innovation\u003c\/i\u003e, \u003ci\u003eThe Art of Innovation\u003c\/i\u003e and \u003ci\u003eCreative Confidence\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"Thank heavens for friction--it makes driving possible. But when traveling on the innovation superhighway, friction is stifling. In \u003ci\u003eThe Human Element\u003c\/i\u003e, Nordgren and Schonthal argue that although a bigger engine can promote creativity, friction-reduction is the secret ingredient. This beautiful, elegant book is the essential tour guide for those of us seeking to develop creative and influential ideas.\"\u003cbr\u003e--\u003cb\u003eEli Finkel\u003c\/b\u003e, Best-selling author of the \u003ci\u003eAll or Nothing Marriage\u003c\/i\u003e and Professor at Northwesten University\u003c\/p\u003e \u003cp\u003e\"Innovation often connotes cutting-edge, advanced, or feature-rich. In this book, however Schonthal and Nordgren make the case that, after all is said and done, innovation is simply about helping people. The authors provide paradigm shifting frameworks that will help managers and entrepreneurs improve their odds of success.\"\u003cbr\u003e-\u003cb\u003e-Efosa Ojomo\u003c\/b\u003e, Author of \u003ci\u003eThe Prosperity Paradox: How Innovation Can Lift Nations Out of Poverty\u003c\/i\u003e and leader of the Global Prosperity research group at the Clayton Christensen Institute for Disruptive Innovation\u003c\/p\u003e \u003cp\u003e\"There's always something standing between ourselves and innovation: an overwhelming and very human resistance to change. The insights Loran Nordgren and David Schonthal surface are important reminders of the care and attention designers need to bring a new idea to life and to build our shared future.\"\u003cbr\u003e--\u003cb\u003eSandy Speicher\u003c\/b\u003e, CEO of IDEO\u003c\/p\u003e \u003cp\u003e\"A revolutionary approach to bringing new ideas to life. Insightful and engaging, this is a must read for anyone who want to successfully launch a project, a product or an idea.\"\u003cbr\u003e--\u003cb\u003eFrancesca Gino\u003c\/b\u003e, Award-winning Harvard Business School professor, innovation expert, and author of \u003ci\u003eRebel Talent: Why It Pays to Break the Rules at Work and Life\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"The ability to elegantly overcome Friction is one of the most crucial skills an innovator can possess. The problem is, most don't know how to do it! \u003ci\u003eThe Human Element\u003c\/i\u003e finally reveals why we're all wired to resist new ideas, and provides intuitive tools and methods to insure that even the most cutting-edge innovations are enthusiastically received.\"\u003cbr\u003e--\u003cb\u003eBob Moesta\u003c\/b\u003e, Author, educator, and originator of the \"Jobs-To-Be-Done\" approach to innovation and marketing\u003c\/p\u003e \u003cp\u003e\"Nordgren and Schonthal offer a revolutionary and profound approach to getting new ideas embraced: Don't follow the conventional path of intensifying your persuasion; instead focus on reducing the friction that fuels resistance. The ideas are eye-opening and the writing is eye-pleasing, elegantly combining fascinating examples with scientific insights. The writing itself personifies the very message of \u003ci\u003eThe Human Element\u003c\/i\u003e: it is all fuel, no friction.\"\u003cbr\u003e--\u003cb\u003eAdam Galinsky\u003c\/b\u003e, Professor at Columbia Business School, co-author of the best-selling book, \u003ci\u003eFriend \u0026amp; Foe\u003c\/i\u003e, and a popular TED speaker\u003c\/p\u003e \u003cp\u003e\"Friction Theory is a powerful framework for understanding user behavior. A must read for every product designer.\"\u003cbr\u003e--\u003cb\u003eAndy MacMillan\u003c\/b\u003e, Founder and CEO of UserTesting\u003c\/p\u003e \u003cp\u003e\"Contrary to popular belief, innovations rarely succeed because they are chalk-full of features. This book makes a strong case for forever dispelling this view in favor of a laser-like focus on knocking down the barriers that keep customers from beating a pathway to your door. If you want a new way of thinking about these sources of friction--and more importantly, what to do when you encounter them--you should read this book. It will give you a valuable recipe for how to design and introduce innovations that are a good bet for success in the marketplace.\"\u003cbr\u003e--\u003cb\u003eChristine Mooreman\u003c\/b\u003e, T. Austin Finch Sr. Professor of Business Administration, Fuqua School of Business, Duke University, Editor-in-Chief, \u003ci\u003eJournal of Marketing\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Human Element\u003c\/i\u003e underscores the crucial role that empathy plays in innovation and change. It's not enough to talk about it, one must internalize it in order to have the impact they desire. David and Loran will show you how.\"\u003cbr\u003e--\u003cb\u003eMaelle Gavet\u003c\/b\u003e, Best-selling author of \u003ci\u003eTrampled by Unicorns\u003c\/i\u003e and CEO of TechStars\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990260170981,"sku":"NP9781119765042","price":29.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119765042.jpg?v=1761787102","url":"https:\/\/k12savings.com\/es\/products\/the-human-element-isbn-9781119765042","provider":"K12savings","version":"1.0","type":"link"}