The human element : overcoming the resistance that awaits new ideas / Loran Nordgren and David Schonthal.

Format:

Book

Author/Creator:

Nordgren, Loran

Schonthal, David (David Alan), author.

Language:

English

Subjects (All):

Persuasion (Psychology).

Influence (Psychology).

Disruptive technologies.

Physical Description:

1 online resource (251 pages)

Place of Publication:

Hoboken, N.J.: John Wiley & Sons, c2022.

Hoboken, New Jersey : John Wiley & Sons, Inc., [2022]

Summary:

"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 are most 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 the Friction points, you can redesign those very same forces to drive change"-- Provided by publisher.

Contents:

Cover

Title Page

Copyright Page

Contents

Chapter 1 The Law of Attraction: The Battle between Fuel and Friction

The Law of Attraction

The Mystery of the Disappearing Customer

The Four Frictions

The Anatomy of Innovation

The Intended Audience

A Note about Ethics

Is the Strategy Honest or Deceptive?

What Is the Intent?

Chapter 2 Thinking in Fuel: The Reasons a Fuel-Based Mindset Rules the World

The Car Sales Experience

The Fuel-Based Mindset

Putting New Ideas into Motion

Progressive Fuel

Aversive Fuel

Bad Is Stronger than Good

Fuel Is Costly

Fuel Is Self-Evident

Fuel Amplifies Friction

Why We Think in Fuel

Strangers to Ourselves

From Fuel to Friction

Chapter 3 Inertia: Why We Stick with What We Know

Love at Repeated Sight

We Buy What We Know

The Pleasure Machine

How Inertia Kills Innovation

Chapter 4 Overcoming Inertia: How to Transform a Novel Idea into a Familiar Friend

Acclimate the Idea

Strategy #1: Repetition

Strategy # 2: Start Small

Strategy #3: Find a Familiar Face

Strategy # 4: Make It Prototypical

Strategy # 5: Use Analogies

Make It Relative

Strategy #1: Add an Extreme

Idealistic vs. Realistic

Strategy #2: Highlight Undesirable Options

The Decoy Effect

How Frogs Are Like Wine Lists

Relativity in a Nutshell

Overcoming Inertia

Acclimate the Idea Tactics

Make It Relative Tactics

Chapter 5 Effort: Why We Follow the Path of Least Resistance

The Law of Least Effort

Friends of Convenience

The Primacy of Effort

Changing the Effort Calculus

Effort Neglect

The Uncommon App

Chapter 6 Overcoming Effort: How to Build Aerodynamic Ideas

Effort Defined

Create a Roadmap

Fedex Days

If-Then Triggers

Streamline the Behavior

Streamlining 2.0

Make "No" Harder.

Make It the Default

Overcoming Effort

Chapter 7 Emotion: Why the Best Ideas Produce the Most Anxiety

Emotional Friction

Hiring Emotion

Noah's Animal House

The Emotional Life of Procurement

Picking Second Best

The Shift to Self-Service Fuel

Chapter 8 OvercomingEmotion: How to Quiet the Fears That Impede Progress

Activating Latent Demand

Overcoming Our Blindness to Emotional Friction

Focus on Why

Become an Ethnographer

Pay It, Plan It

Bring the Outside In

Hiring Your Customers

Chapter 9 Reactance: Why We Feel the Impulse to Resist Change

Rats, Graffiti, and the Origins of Reactance

Why Strong Evidence Is the Worst Evidence

Rethinking the Hard Sell

Chapter 10 Overcoming Reactance: How to Help Your Audience Persuade Themselves

The Power of Self-Persuasion

The Power of Notecards

Deep Canvassing

Ask Yes Questions

How Brainwashing Works

Total Participation

Co-Design

Three Rules for Self-Persuasion

Rule 1: Self-Persuasion Isn't a Suggestion Box

Rule 2: Make Commitments Public

Rule 3: Make It Meaningful

Overcoming Reactance

Reactance-Busting Tactics

Chapter 11 Three Case Studies: Putting Friction Theory into Practice

Notes

Chapter 1: The Law of Attraction

Chapter 2: Thinking in Fuel

Chapter 3: Inertia

Chapter 4: Overcoming Inertia

Chapter 5: Effort

Chapter 6: Overcoming Effort

Chapter 7: Emotion

Chapter 8: Overcoming Emotion

Chapter 9: Reactance

Chapter 10: Overcoming Reactance

Chapter 11: Three Case Studies

Acknowledgments

About the Authors

Index

EULA.

Notes:

Includes index

Description based on print version record.

ISBN:

1-119-76505-6

1-119-76506-4

OCLC:

1273982124

Publisher Number:

302481812