How do you get people to say yes to a new idea or innovation?
The deep assumption of most people in the business of creating change is that the way to sell an idea is to focus on heightening its appeal. We instinctively believe that if we add enough value, people will say “yes.” This reflex tends to lead us down a path of adding features to an idea and amplifying its benefits in order to get others on board. These activities and strategies designed to generate demand is a set of tactics David Schontahl and Loran Nordgren refer to in their book The Human Element collectively as “Fuel.”
But by focusing on "Fuel" to enhance attraction, innovators often neglect the other half of the equation – the "Frictions" that work against the desired behavior we seek in others.
Frictions are the psychological forces that oppose and undermine change such as
- Inertia: The powerful desire to stick with what we know, despite the limitations
- Effort: The energy (real and perceived) needed to make change happen
- Emotion: The unintended negative emotions created by the very change we seek
- Reactance: The impulse to resist being changed
Recently, David joined us for Innov8rs Connect on Foresight & Business Design to highlight the frictions that operate against new ideas and innovation; describe the unexpected reasons why the ideas and initiatives they are most passionate about get rejected; and explain how to transform those frictions important catalysts for change. Here's the full recording of the session.
As recorded during Innov8rs Connect on Foresight & Business Design, October 2021. For access to 500+ other videos and resources, become a member of Innov8rs Community - apply to join here.