In this episode of the Idea to Value podcast, we speak with David Schonthal, a Clinical Professor of Innovation & Entrepreneurship at Northwestern University’s Kellogg School of Management.

He teaches courses in new venture creation, design thinking, business acquisition, healthcare entrepreneurship, corporate innovation and creativity. He is also the author of the new book The Human Element: Overcoming the Resistance That Awaits New Ideas with his co-author Loran Nordgren.

Topics covered in this episode:

  • 00:01:45 – What were the forces standing in the way of good ideas?
  • 00:02:30 – The four frictions which prevent innovation: Inertia, Effort, Emotion, Reactance
  • 00:05:00 – People trying to develop innovations usually do not think of the frictions, they just think of fuels
  • 00:07:15 – Inertia: Human beings are creatures of habit and resist change
  • 00:10:30 – Finding out the real frictions and perceived value drivers using ethnographic research
  • 00:14:00 – The need to make people feel familiar with unfamiliar ideas
  • 00:19:00 – Examples of frictions being universal, as exemplified by the animal kingdom
  • 00:21:30 – Case studies of companies that are succeeding with removing frictions instead of adding fuel

Links mentioned in this episode:

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Creativity & Innovation expert: I help individuals and companies build their creativity and innovation capabilities, so you can develop the next breakthrough idea which customers love. Chief Editor of Ideatovalue.com and Founder / CEO of Improvides Innovation Consulting. Coach / Speaker / Author / TEDx Speaker / Voted as one of the most influential innovation bloggers.