The Human Element

<p><b><i>Wall Street Journal</i> bestseller<br /><br />Watch your most innovative ideas take flight by overcoming the forces that resist change</b></p> <p><i>The Human Element</i> 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.</p> <p>By focusing on Fuel, innovators neglect the other half of the equation &ndash; 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. <i>The Human Element</i> highlights the four Frictions that operate against innovation. Readers will discover:</p> <ul> <li>Why their best ideas and initiatives often get rejected &ndash; despite their undeniable value</li> <li>How to disarm the forces of resistance that act against change</li> <li>How to transform the very Frictions that hold us back into catalysts for change</li> </ul> <p>Perfect for business leaders, product managers, educators, and anyone else who seeks to bring new and exciting ideas to life, <i>The Human Element</i> is an indispensable resource to help people overcome the powerful forces of human nature that instinctively resist change.</p>