We spend a lot of our professional days trying to sell ideas to colleagues or clients, don't we? We may not like the idea of selling but that's exactly what we're doing. It might for support for an initiative or investment in a project - from a Board, Exco, or external investor.

We'd like to think that do it well - describing its features, explaining how it works and selling the benefits. No doubt with conviction, emotion too. But sometimes the answer is 'no'. Perhaps it wasn't compelling enough so we try harder. Often the real problem is that we haven't invested enough time in understanding their resistance.

My guest, Prof. David Schonthal argues that innovators neglect the the psychological frictions that oppose change. And though they are rarely considered, overcoming these frictions is essential for bringing new ideas into the world.

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The book: https://www.amazon.co.uk/Fuel-Friction-Taming-Forces-Stand/dp/1119765048

Book site: https://www.humanelementbook.com/

David's profile: https://www.kellogg.northwestern.edu/faculty/directory/schonthal_david.aspx.

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David Schonthal: How to overcome the resistance to your ideas