The Human Element

About the Author

Loran Nordgren is a Kellogg Professor of Management, whose research and teaching explore the psychological forces that propel and prevent the adoption of new ideas. He has received numerous awards for his research and teaching and has worked with companies worldwide on various behavior change problems.

David Schonthal is an award-winning Professor of Innovation & Entrepreneurship at the Kellogg School of Management. His work in design, innovation consulting, and venture capital has led to the creation and launch of over 200 new products and services globally. Together, they bring a wealth of knowledge and practical experience to the topic of overcoming resistance to new ideas.

Main Idea

The Human Element: Overcoming the Resistance That Awaits New Ideas by Loran Nordgren and David Schonthal addresses the common challenge of introducing new ideas and innovations. The authors argue that the primary obstacle is not a lack of appeal but the friction that hinders adoption. By reducing four types of friction—inertia, effort, emotion, and reactance—leaders and innovators can transform resistance into catalysts for change.

Table of Contents

1. Introduction
2. The Law of Attraction
3. Inertia
4. Effort
5. Emotion
6. Reactance
7. Conclusion

Introduction

Introducing a new idea or product often meets with resistance. The instinctive approach to overcoming this is to add more "fuel"—enhancing the appeal through features and benefits. However, the authors of The Human Element argue that this approach overlooks the friction that works against the acceptance of new ideas. To create change, we must understand and address these frictions.

"While we might not see them, they are there, quietly undermining our efforts to innovate." - Loran Nordgren & David Schonthal

Most marketers and innovators operate under the Law of Attraction, believing that increasing the appeal of an idea will lead to its acceptance. While fuel is essential for motivation, it is not sufficient. The book introduces the concept of friction—psychological forces that oppose change. To succeed, innovators must focus on reducing these frictions.

The Law of Attraction

The conventional wisdom in marketing and innovation is to focus on adding fuel—features, benefits, and appeal—to drive adoption. This approach is based on the Law of Attraction, which assumes that increasing an idea’s attractiveness will lead to acceptance. However, this neglects the friction that resists change. The authors argue that while fuel is necessary, it is not sufficient. To create real change, we must address the frictions that hold people back.

"The conventional, Fuel-based approach to innovation is necessary. Without appeal, an idea won’t survive. But Fuel alone is insufficient." - Loran Nordgren & David Schonthal

By understanding and mitigating these frictions, we can create an environment where new ideas are more readily adopted. The book identifies four major types of friction: inertia, effort, emotion, and reactance.