The Human Element Overcoming the Resistance That Awaits New Ideas 1st Edition by Loran Nordgren, David Schonthal ISBN 9781119765042 1119765048

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Product details:

ISBN 10: 1119765048
ISBN 13: 9781119765042
Author: Loran Nordgren, David Schonthal

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

The Human Element Overcoming the Resistance That Awaits New Ideas 1st Edition Table of contents:

1 The Law of Attraction

The Law of Attraction

The Mystery of the Disappearing Customer

The Four Frictions

The Anatomy of Innovation

The Intended Audience

A Note about Ethics

Note

2 Thinking in Fuel

The Car Sales Experience

The Fuel‐Based Mindset

Putting New Ideas into Motion

Progressive Fuel

Aversive Fuel

Bad Is Stronger than Good

Fuel Is Costly

Fuel Is Self‐Evident

Fuel Amplifies Friction

Why We Think in Fuel

Strangers to Ourselves

From Fuel to Friction

Notes

3 Inertia

Love at Repeated Sight

We Buy What We Know

The Pleasure Machine

How Inertia Kills Innovation

Notes

4 Overcoming Inertia

Acclimate the Idea

Strategy #1: Repetition

Strategy # 2: Start Small

Strategy #3: Find a Familiar Face

Strategy # 4: Make It Prototypical

Strategy # 5: Use Analogies

Make It Relative

Strategy #1: Add an Extreme

Idealistic vs. Realistic

Strategy #2: Highlight Undesirable Options

The Decoy Effect

How Frogs Are Like Wine Lists

Relativity in a Nutshell

Overcoming Inertia

Acclimate the Idea Tactics

Make It Relative Tactics

Notes

5 Effort

The Law of Least Effort

Friends of Convenience

The Primacy of Effort

Changing the Effort Calculus

Effort Neglect

The Uncommon App

Notes

6 Overcoming Effort

Effort Defined

Create a Roadmap

Fedex Days

If‐Then Triggers

Streamline the Behavior

Streamlining 2.0

Overcoming Effort

Create a Roadmap

Streamline the Behavior

Note

7 Emotion

Emotional Friction

Hiring Emotion

Noah’s Animal House

The Emotional Life of Procurement

Picking Second Best

The Shift to Self‐Service Fuel

Notes

8 Overcoming Emotion

Activating Latent Demand

Overcoming Our Blindness to Emotional Friction

Focus on Why

Become an Ethnographer

Pay It, Plan It

Bring the Outside In

Hiring Your Customers

Focus on Why

Become an Ethnographer

Bring the Outside In

Notes

9 Reactance

Rats, Graffiti, and the Origins of Reactance

Why Strong Evidence Is the Worst Evidence

Rethinking the Hard Sell

Notes

10 Overcoming Reactance

The Power of Self‐Persuasion

The Power of Notecards

Deep Canvassing

Ask Yes Questions

How Brainwashing Works

Total Participation

Co‐Design

Three Rules for Self‐Persuasion

Overcoming Reactance

Reactance‐Busting Tactics

Notes

11 Three Case Studies

Notes

ACKNOWLEDGMENTS

ABOUT THE AUTHORS

INDEX

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Tags: Loran Nordgren, David Schonthal, Human Element, Resistance, New Ideas