The Human Element: Overcoming the Resistance That Awaits New Ideas
(By David Schonthal)
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| Author | David Schonthal |
The insights this book offers are important because, as the authors will show, people have the wrong influence intuitions. The conventional approach to influence and catalyzing change is to add or highlight value - to explain the benefits or enhance the appeal. They call this the "sizzle syndrome". The conventional approach is, of course, necessary. But it's woefully insufficient. Insufficient because it misses not just half the story, but its most important part. Whenever we want to create change, we must first appreciate and respect the forces operating against us. While we might not see them, they are there, quietly undermining and inhibiting our efforts. When we wrongly attempt to overcome these forces by tacking on sizzle to heighten the appeal we inadvertently (and counterintuitively) intensify the very friction we are trying to overcome.
Instead, what is needed is to disarm the forces operating against change.
To create change, people need to understand the forces working against them. And here's the exciting thing: once you see the Friction points, you can redesign those very same forces to drive change.”
