Praise for THE HUMAN ELEMENT An engrossing read on what it takes to open other people's minds. A leading psychologist and a crackerjack entrepreneur team up to demystify the science and practice of convincing people to let go of the status quo. If you've ever been frustrated by people rejecting an innovative idea or refusing a constructive change, this book might just be what you need.--Adam Grant, #1 New York Times bestselling author of Think Again and host of the TED podcast WorkLife There's always something standing between ourselves and innovation: an overwhelming and very human resistance to change. The insights Loran Nordgren and David Schonthal surface are important reminders of the care and attention designers need to bring a new idea to life and to build our shared future.---Sandy Speicher, CEO of IDEO Why is it that customers looking at new products or services that would dramatically change their lives or business for the better find it so hard to embrace and adopt them? The Human Element cracks the code. It describes the four forces that act against innovation and provides entrepreneurs the insights and tools on how to overcome them. This book is essential reading for any entrepreneur or innovator looking to accelerate adoption of disruptive innovation.--Steve Blank, Eight-time entrepreneur-turned-educator and originator of the Lean Startup movement What invisible forces slow or stall even our best innovation efforts? Schonthal and Nordgren identify four 'Frictions' that get in the way, and then tell us how to overcome them. The Human Element is full of insights for designers, innovators, and executives alike.--Tom Kelley, Three-time bestselling author of Ten Faces of Innovation, The Art of Innovation, and Creative Confidenc The Human Element pulls back the curtain on the psychological forces that stop people from embracing new ideas and adopting new products. Whether you're a creator looking to execute or an executive looking to create, this book is a timely read.--Daniel H. Pink, Author of When, Drive, and To Sell Is Human