Disarming Change Resistance with David Schonthal

In his book, “The Human Element: Overcoming the Resistance that
Awaits New Ideas,” Kellogg professor David Schonthal challenges
the default assumption that selling an idea requires the seller
to heighten its appeal. Instead, he makes the case that failure
to adopt ideas, strategies or products is often due to the four
key psychological frictions that oppose change: inertia, effort,
emotion and reactance. He argues that successful leaders and
innovators must identify, understand and overcome these to
achieve novel outcomes.