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

ISBN-13: 978-1119765042 ISBN-10: 1119765048 From smoke free home No notes Side of book inside sleeve has slight dent as shown NY bestseller 2021 Perfect for business leaders, product managers, educators, & anyone who seeks to bring new & exciting ideas to life, this is an indispensable resource to help people overcome the powerful forces of human nature that instinctively resist change. 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 & 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 & 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." By focusing on Fuel, innovators neglect the other half of the equation - the psychological Frictions that oppose change…overcoming these is essential for bringing new ideas…The (book) highlights the 4 Frictions that operate against innovation. Why their best ideas 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.