The Human Element: Overcoming the Resistance That Awaits New Ideas

Description

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 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. 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 Create a Roadmap Streamline the Behavior 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 Focus on Why Become an Ethnographer Bring the Outside In 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 Ask Yes Questions Co-Design 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