Human Element: Overcoming the Resistance That Awaits New Ideas

"This book offers the readers two essential insights. First, readers will discover the four Frictions that operate against their efforts to influence and innovate. They will come to understand the unexpected reasons why the ideas and initiatives they aremost passionate about get rejected. Second, readers will learn how to both identify and disarm these forces of resistance. Even better, the reader will discover how to turn the forces of Friction into winds of change. The insights this book offers are important because, as the authors will show, people have the wrong influence intuitions. The conventional approach to influence and catalyzing change is to add or highlight value -- to explain the benefits or enhance the appeal. They call this the "sizzle syndrome". The conventional approach is, of course, necessary. But it's woefully insufficient. Insufficient because it misses not just half the story, but its most important part. Whenever we want to create change, we must first appreciate and respect the forces operating against us. While we might not see them, they are there, quietly undermining and inhibiting our efforts. When we wrongly attempt to overcome these forces by tacking on sizzle to heighten the appeal we inadvertently (and counterintuitively) intensify the very friction we are trying to overcome. Instead, what is needed is to disarm the forces operating against change. To create change, people need to understand the forces working against them. And here's the exciting thing: once you see theFriction points, you can redesign those very same forces to drive change"--
Watch your most innovative ideas take flight by overcoming the forces that resist change 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.