207. Fuel vs. Friction: Navigating the Forces of Change and Innovation with David Schonthal

On this episode of The Innovation Engine Podcast, we dive deep into the realm of innovation, change, and the human resistance to new ideas with David Schonthal, an award-winning professor at the Kellogg School of Management. David, co-originator of the revolutionary "friction theory," sheds light on why promising innovations often stumble before reaching their full potential.David and host Scott Varho explore the profound influence of human psychology on the acceptance and adoption of change. Why do people love the idea of innovation but dread the concept of change? David presents insightful real-world examples, highlighting the necessity of understanding the human element for successful innovation.As the discussion unfolds, listeners will be intrigued by the power of subtle shifts in approach, like shifting change management or marketing strategies to foster self-persuasion. It's an enlightening conversation that delves into the intricacies of introducing change, managing resistance, and ensuring that innovations don't just shine but also find their rightful place in the market.Tune in to discover the hidden challenges that await new ideas and how to navigate them successfully.Episode Highlights:The challenges faced by promising innovations and the nuances of "friction theory," including the four types of frictionThe significance of empathy in product development and the limitations of traditional marketing personasReal-world examples of subtle marketing techniques that can influence consumer perceptionResources:Learn more at davidschonthal.comRead: The Human Element by Loran Nordgren and David SchonthalConnect with David on LinkedInProduced by NOVA Media