Overview

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.

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Loran Nordgren 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 an award winning professor of innovation and 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. Peter Lerman is a narrator from the heart of New York City: Brooklyn born and raised. Manhattan and Brooklyn were suffused with the flavors and sounds of the entire world. He tasted it all and heard it all. When you come of age in NYC, nothing is foreign. When you hear a low grumble in his voice on occasion, it is authentic. His first wife told him that he loved her not nearly as much as he loved the sound of his own voice. This made him wonder if other people might love the sound of his voice as well. And so, a narrator was born. Also, an amateur thespian, a trade show presenter, a lecturer, an off-key cabaret singer, and an inveterate teller of jokes one does not tell in mixed company. Peter has been a professional photographer in New York City, owned a model and talent management company, and knocked around from Brooklyn to Manhattan and back again only to wind up in Connecticut. His breath control is fabulous because he is also a board certified respiratory therapist. He has appeared onstage as Horace Vandergelder in Hello Dolly, Gangster #2 in Kiss Me Kate, 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. The voice is deep and resonant. Sometimes formal, sometimes not. Never stale. Always eminently listenable.

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