Audiobook7 hours
The Human Element: Overcoming the Resistance That Awaits New Ideas
Written by Loran Nordgren and David Schonthal
Narrated by Peter Lerman
Rating: 4.5 out of 5 stars
4.5/5
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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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Reviews for The Human Element
Rating: 4.3 out of 5 stars
4.5/5
10 ratings1 review
- Rating: 5 out of 5 stars5/5Just Brilliant for if you have an innovative idea. Trust me, I have the scar tissue to prove that following old tried and true methods of marketing do Not work on something that's innovative and a break from the status quo. This book will open up your understanding to less intuitive (but necessary) methods of getting customer buy in. I thank God for this book because it explains why my business has been failing in its first year. Too innovative = unfamiliar and untrustworthy. Thanks to this book, I'm re-positioning and already gaining customer trust. Not only trust, they suddenly worship me. Thank you for this book!