The Human Element

Overcoming the Resistance That Awaits New Ideas

By: Loran Nordgren, David Schonthal

Narrated by: Peter Lerman

The Human Element is for anyone who wants to introduce a new idea or innovation into the world. Most marketers, innovators, executives, and activists operate on a deep assumption. It is the belief that the best 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.

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.

©2021 Loran Nordgren and David Schonthal (P)2021 Ascent Audio

Great content

The auditory was a bit robotic and hard to listen to but great content altogether.

Great Content, Horrible Narration, pls REDO this audiobook!

Publisher / authors should REDO this audiobook with a better narrator. Voice quality is not pleasing and distracting. I was only motivated to listen because the content would be useful to my business.

Ability to see importance of friction.

Overall very insightful. Will recommend the book but not the audiobook. Cadence and voice hard to follow. Sounded computer generated. If I was not driving probably would not have continued. Great content kept me listening. Thanks

Great content- Terrible Narration

I was really excited to get this title. There is clearly some great content and great stories in the book. That said, the narration is absolutely terrible. Not sure how they picked this individual to record the book. His style and tone are distracting. I wish they had picked someone better to read the book. Unfortunately, I am returning and going to get the paperback copy.

Listen but don't buy

Reader is very monotone. Some decent case-studies. The book is simple and does not represent its hype.